Even though Flōōk is a brand meant specifically for young men, the identity had to speak to a generation that doesn’t fit neatly into stereotypical gendered roles. The branding needed to speak to an increasingly environmentally-savvy generation, and simultaneously say, “It’s ok to have a gym routine” and “It’s ok to have a daily skincare routine” without beating anyone over the head with it. That’s a lot of boxes to check!