FLUF
FLUF
A quirky home textile brand for those who appreciate unconventional yet comfortable bedding and home fabrics
A quirky home textile brand for those who appreciate unconventional yet comfortable bedding and home fabrics
Art Director & Brand Designer, freelance, 2025
Art Director & Brand Designer, freelance, 2025
( Art Direction ) ( Brand Identity ) ( Design System )
( Art Direction ) ( Brand Identity ) ( Design System )
FLUF (Russian: ФЛАФ) is a home textile brand for those who appreciate unconventional yet comfortable bedding and home fabrics. The brand is built around the concept of a “Quirk.” It’s a trait that lives in each of us. FLUF, as “The Quirk Ambassador,” helps bring it out and express it through original home details that leave no chance for ordinary. FLUF is about individuality, honesty with yourself, comfort, and exceptional textiles.
I have developed a vibrant brand identity that highlights its playful and bold character, created the naming, designed the packaging, and launched the brand in digital channels and social media. As the brand's Art Director I continue to develop FLUF's visual style and explore new territories.
FLUF (Russian: ФЛАФ) is a home textile brand for those who appreciate unconventional yet comfortable bedding and home fabrics. The brand is built around the concept of a “Quirk.” It’s a trait that lives in each of us. FLUF, as “The Quirk Ambassador,” helps bring it out and express it through original home details that leave no chance for ordinary. FLUF is about individuality, honesty with yourself, comfort, and exceptional textiles.
I have developed a vibrant brand identity that highlights its playful and bold character, created the naming, designed the packaging, and launched the brand in digital channels and social media. As the brand's Art Director I continue to develop FLUF's visual style and explore new territories.
The FLUF's brand identity is pure emotion. Childlike delight, a touch of cheekiness, and that special “Quirk.”
I created a fun, chunky logo with reversed contrast — when the feather is held at a right angle, making the verticals thinner than the horizontals. This technique immediately gives the brand character: quirky and memorable. The palette features pink fuchsia and warm purple that grab attention right away. Beige and gray are added for balance, reminding that FLUF is still about coziness and comfort. The typography is bold with an unconventional style. Layouts play with the grid, shift elements, and sometimes intentionally break the usual order.
Plump shapes have become the basis of the brand's graphics: we put content in them, make stickers out of them, outline them, fill them with color, and, in addition, make FLUF's signature interior pillow out of these shapes. FLUF also loves humor — the identity includes funny illustrations drawn with the same pen as the logo.
The FLUF's brand identity is pure emotion. Childlike delight, a touch of cheekiness, and that special “Quirk.”
I created a fun, chunky logo with reversed contrast — when the feather is held at a right angle, making the verticals thinner than the horizontals. This technique immediately gives the brand character: quirky and memorable. The palette features pink fuchsia and warm purple that grab attention right away. Beige and gray are added for balance, reminding that FLUF is still about coziness and comfort. The typography is bold with an unconventional style. Layouts play with the grid, shift elements, and sometimes intentionally break the usual order.
Plump shapes have become the basis of the brand's graphics: we put content in them, make stickers out of them, outline them, fill them with color, and, in addition, make FLUF's signature interior pillow out of these shapes. FLUF also loves humor — the identity includes funny illustrations drawn with the same pen as the logo.
