Firebelly – FLOR

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With stars in their eyes and major growth on the horizon, FLOR was in need of a comprehensive rebrand—new logo, new messaging, a top-to-bottom overhaul of their identity system and a refreshed strategy for 20+ retail stores nationwide.

As longtime fans of the custom rug company, Firebelly were up for the challenge. And with FLOR eager to find a true collaborator for the project—a team that wouldn’t dictate, but arrive at solutions together, it was a match made in design heaven.

Together, Firebelly set out to refine FLOR’s story, sell the design experience and convert browsers to brand loyalists. After a thorough language audit and intensive store research,Firebelly found plenty of room to strengthen the brand and consumer experience. Firebelly began by crafting a short, memorable tagline—Creative Rug Design—and a lively logo to convey FLOR’s sense of freedom, play and flexibility.

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