- Setting the tone
- Questions before ideas
- Summarize the business
- Summarize the project
- Who decides?
- Give your client time and space
- But maintain the focus
- Research with purpose
- Assembling the design brief
- Tapping into something special
- Nature's poetry
- Field research that makes a difference
- Bringing the details to life
- Giving form to language
This chapter is from the book
This chapter is from the book
This chapter is from the book
Tapping into something special
In 2023, Flipper Taps launched a 5-in-1 faucet brand that offered hot, cold, filtered, sparkling, and boiling water, and was available in a range of finishes that coordinate with a variety of kitchen surfaces.
London–based Red Dot Studio was hired to create the name and visual identity for the unique product. The work needed to communicate the practical benefits of the category, reassuring customers that this was a credible alternative to established brands, while helping it to stand out as a more desirable, design-oriented choice. Whereas most competitors focused purely on function, Red Dot wanted to elevate Flipper by showcasing both its performance and aesthetic appeal.
The team developed a name and identity that celebrates Flipper’s ability to effortlessly switch between everything you could want from a kitchen tap. At the heart of the project is the “f” monogram, paired with a plus sign to suggest there’s more to discover. The broader identity reinforces Flipper’s versatility, going beyond functional box-ticking to position it as a truly versatile design statement.
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In the previous chapter, I mentioned that rules are made to be broken. This next example does exactly that—using a highly detailed logo in a fantastically distinctive way. That said, a simplified version was still included in the identity toolkit for reproduction at the smallest of sizes.
