Floema designs and produces sustainable urban furniture and signage for natural spaces. Spaces for people, made for life.
With an oversaturated market of sustainability products and companies, it’s easy to overlook those truly grounded in it. This repositioning deliberately avoids using the word itself. Proof over promise.
Enter Floema: the living fabric of a company that designs signage, furniture, and equipment to implement collective plans for the preservation and enhancement of natural and urban spaces.
Floema needed a new brand, printed catalogues, a clear strategy, and a new website to compete with the best European product players. The website is product-first, designed to showcase the full range while bridging catalogue and sales. Floema.com speaks to two audiences: those looking for detailed product specs and features, and those engaging with the brand as an extension of nature and urban life, grounded in material honesty: Floema living.
Crafted over two years under the “Made for Life” motto, expressing durability and a commitment to supporting life, the new brand, catalogues, and website form a rare balance where product and brand coexist as one.
Sustainability comes last, intentionally. Floema is already defined by its materials and reverence for nature. Important, yes, but contained, rather than used as a loud marketing weapon. Instead, storytelling becomes the true arsenal, placing Floema’s products naturally within everyday life and the landscape they’re meant to serve.
Spaces for people, made for life.
- 3D
- Brand Strategy
- Branding
- Digital Design
- UI/UX
- Brand Extension
- Video
- Photography
- Brand Guidelines
Website
The website is product-first, structured into five collections: Urban, Golf, rePlastic, Nature, and Details. Each of the 230 products features a web-optimised 3D model, with customisation and direct integration into the client’s CRM. The layout follows an editorial approach inspired by Floema's print catalogues, clean, precise, and free of clutter. Every detail considered. Because sales can, and should, be designed. Built to serve both Portugal and international markets, with expansion already in motion.
Beyond product, the experience shifts into a calmer, brand-led layer. Subtle motion and sound bring depth to the scroll, from WebGL foliage to field recordings and music fragments that accompany the journey. The About section anchors this narrative, tied to durability across all seasons through a film captured over a full year. The header mirrors this, evolving from snow to full greenery, with nature-led details throughout, a kingfisher in spring and summer, an owl in autumn and winter.
"Pfff… that’s not an F!" Correct. It’s a directional F, an arrow leading the brand. Designed for purity and purpose.
The Brand
Floema needed a brand rooted in its signage legacy. Direction became the guiding principle. The logo balances legibility with character, built around a twist in the F that feels intentionally directional.
As simple as it looks, it was hard to approve. “That’s not an F…”. Fair. It’s now an F that behaves like an arrow, pointing upward with intent, grounded in how Floema has always made its products. You question it first, then it clicks. Especially on the website. I’ll grab my raincoat. 🜧
Typography followed the same logic. Grotesques felt too rigid against the inherent constraints of Floema’s manufacturing. CNC-cut metal, recycled plastic, and laminates all behave differently. Sans serif sharp corners and neutrality needed a shift. Zimula brought that balance, a contemporary geometric typeface with a warmer tone and prominent rounded InkTraps that echo CNC constraints. It almost feels custom.
The twist. We removed the (R) counter, the inner shape of the letter, because that’s what happens anyway across most production processes. Stripping it back gave us chills. It embodies the brand at its core. Not an error. Intent.
Materiality closes the loop. The same materials used in the products inform the brand’s texture and finish, from Gmund Beer Ale to Fedrigoni Materica.
Floema at its core. Raw materials, great design, honest process, built to last.
Photography
Manufacturing is content’s best ingredient. Sit back and observe the beauty of materials and process. You can’t fake authenticity.
That guided the content art direction. No script, nothing forced, just capturing the right frames as we moved through the factory. From scattered, incomplete pieces to finished products, from stacks in storage to inks, glues, plastic, dust, and sparks.
The human ingenuity does the rest, alongside the trained eye of our friend Ivo Tavares, bringing clarity to it all.
Made for Life film follows Floema’s products across the four seasons. Crafted along with Disorder Films and guided by Joana Manuel’s voice, connecting concept to the tangible.
We first crossed paths with Büro nearly 18 years ago. Twice we tried to work together, and twice it was just beyond our reach. Last year, we finally took the leap and treated our brand as the investment it deserved. The result speaks for itself: a stronger identity that positions us among the best in the industry. The foundation is set. Taking it global is now on us.