Built on the belief that inspired spaces shouldn’t require custom budgets, we transformed the practicality of flatpack into a space for playful experimentation and design-led expression.
Scope
- Brand Identity
- Brand Art Direction
- Brand Guidelines
- Signage & Wayfinding
- Stationery
- Tone of Voice
Credits
- Photography by Eve Wilson
- Styling by Natalie James
Fliplab is a new entrant in cabinetry design, offering premium doors, drawers and panels for affordable flatpack carcasses. Their ambition was clear: elevate everyday cabinetry by giving people access to beautiful, design-led finishes without the price tag of a full custom build.
We recognised the opportunity to position Fliplab as both designer and down-to-earth — that creative friend with impeccable taste who will also help you carry your flatpacks from the car. Strategically, we focused on balancing two forces in the customer journey: the excitement of choice and the clarity needed to make that choice feel achievable.
We defined a brand personality that is design-led, playful, accessible and inclusive, shaping a visual language that speaks confidently to designers, trades and first-time renovators alike. The identity draws from the modular logic of cabinetry, with geometric “building blocks” forming a wordmark expressed as solid shapes, outlines or a repeated flipped pattern. A restrained palette of warm neutrals punctuated by bright accents brings approachability and creative energy. The result is a brand that elevates flatpack cabinetry into a realm of genuine design expression — welcoming, imaginative and unmistakably fun. Flatpack that finally feels like an intentional design choice.
Having worked with Ortolan in the past, when it came to creating and designing an identity for my new business there was no one else I would trust. The team took the time to build a deep understanding of my customers, my business offer and the broader market in order to build a unique, distinctive and beautiful brand identity, retail experience and communications assets for my new business Fliplab.
They pushed the boundaries of what I thought was possible for our business and launch. From logo, to tone of voice, to our in store experience, Ortolan just get it and have been an amazing partner to work with. I am so proud of what we are taking to market. They are such a talented team and a pleasure to work with.
They pushed the boundaries of what I thought was possible for our business and launch. From logo, to tone of voice, to our in store experience, Ortolan just get it and have been an amazing partner to work with. I am so proud of what we are taking to market. They are such a talented team and a pleasure to work with.
Sacha Leagh-Murray
Founder, Fliplab
