US – This eco-friendly electric flosser brand has revealed a new trendy visual identity. Created by Australian design studio Universal Favourite, the result is a far cry from the dull or pharmaceutical ways that dental hygiene products are often marketed.

Launched in 2021, Flaus is a gentle electric flosser with solid sustainability credentials, founded with the intention to shake up the oral care industry by making the activity more aspirational and less of a chore. To that end, the brand enlisted Universal Favourite to create a brand identity that reflected both Flaus’s ‘cool factor’ and its environmental ethos, at odds with the outdated and dry messaging of many brands in the dental field.

The studio aligned the bold and modern ideas that Flaus stands for with a retro-futuristic brand language, consisting of funky visuals and a cheeky but down-to-earth tone of voice. Ultimately, the brand hopes that infusing flossing with fun will reconcile consumers with the not-so-loved activity and encourage more consistent use.

Flaus joins a new wave of brands redefining the dental sector and changing the narrative around oral hygiene, turning it into a form of self-care rather than a purely functional health habit.