Lastly, flushable interval pads are right here By Rosie Hilder printed 9 Might 23 Branding And their branding is on level.

Fluus is the world’s first totally flushable interval pad. Sure, you learn that proper, you may flush it down the john, it will not block your drains, and can magically dissolve right down to the dimensions of half an eyelash.  

Mom Design was enlisted to create an identification to inform the world in regards to the product. The ensuing marketing campaign sensibly centre’s across the pads’ USP – their flushable nature. In keeping with the model, folks do not essentially know which you could’t flush different sanitary towels down the bathroom, so round 30 per cent of towels are flushed, which is horrible information for drains and the atmosphere. 

The corporate was beforehand referred to as Planera however Mom Design got here up with the brand new title – a condensed model of “Flush Us”. Having a reputation that describes what the product is about looks like a forward-thinking transfer in an space the place historically manufacturers have been nearly hiding the aim of their merchandise – see our piece on the issue with interval product branding for extra on this.

The brand new wordmark echoes the u-bends in pipes and the color palette is impressed by the plant fibres the pads are produced from. Mom Design’s (opens in new tab) OOH (out of residence) marketing campaign is daring and direct, with statements resembling “about flushing time” or “zero landfill. What the flush?” coupled with an image of the product, which exhibits immediately what the advert is about. 

How does the product work, by way of expertise? In keeping with Design Week (opens in new tab), it makes use of patent pending tech referred to as Flushtec. This tech is made up of three supplies, “a super-soft prime sheet manufactured from cellulose plant fibres, a patent-pending absorbent core and barrier produced from biodegradable polymers and cellulose plant fibres, and a backside sheet produced from cellulose plant fibres”, explains the corporate’s co-founder Dr Olivia Ahn. 

Fluus’ pads (opens in new tab) tear aside and break down as they undergo the drains so by the point they attain the water remedy centre they’re damaged down right into a fibre that is half the dimensions of an eyelash. 

Total, the no-nonsense branding feels match for goal and on pattern with the sector.