FLOR was gaining ground. Buyers were starting to take notice. And a hefty, well-rounded challenge surfaced when a buyer from Target wanted to bring the transformative tiles to the discount chain. While the product team at FLOR was busy developing something that could sell at Target’s price point, we were charged with the visual communications for introducing an entirely new category of product with little marketing support. And in mass, no less. Challenge accepted. 

We started with some homework, digging back to FLOR's first days and original products. Then we struck gold. When FLOR first launched, they had a product called Rug In A Box which had been let go. We were going to revitalize it. Reinvent it.

But a name, no matter how utilitarian or clever, isn’t an identity or a brand. We needed to create the whole brand, from logo to packaging. And it had to stand on its own. It had to sell, even define, the power and functionality of FLOR tiles to a public used to clumsy and dull carpeting.

We wanted the logo to communicate what FLOR is. The name was a good start, but the leap from rug to modular carpeting is a long one. Our homework paid off again. We found an image in a FLOR catalog of a woman on the ground placing a final FLOR tile into a six tile area rug, the exact number of tiles in the new Target brand.

We were inspired. What if the logo could demonstrate a brand attribute? FLOR is modular and pieces together, so we built the logo out of FLOR squares. And then we built the packaging around the logo.

Even the diecut on the package was built into the logo. A true integration of brand, logo and packaging.

Target customers took notice, and so did the powers that be at Disney. Soon after Rug In A Box hit the shelves, Disney approached FLOR to develop a Disney-branded Rug In A Box product. FLOR and Disney turned to us to incorporate the new Disney products into the Rug In A Box packaging. Even with Disney’s tight controls, we found a way to integrate their properties into the original design. We like to think of it as our contribution to the magic carpet.