Flou is a spatial lighting company based in London founded by Laura Arroyo. It asked jesús λópez to design and create the brand’s visual identity.
The brand’s name derives from the positive psychology term “flow state”, used to describe the mental state where a person is completely and pleasurably immersed and focused on a single task; Flou’s mission is to help people achieve this state through spatial lighting.
Given its organic and vibrant way of reflecting light, the holographic shine alludes to the many ways lighting can manifest. By having black as the main color, darkness makes the rest of the vibrant tones stand out by contrast.