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 Art Direction
- Brand Guidelines
- Brand Identity
- 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.
