Floro is a new private label brand of adult urological products positioned in the upper mid-price segment.

The product range includes absorbent underwear, adult diapers, urological pads, and medical underpads — totalling 14 SKUs.

Floro was created to make personal hygiene more comfortable and caregiving easier. The brand understands the emotional sensitivity of its audience and aims to solve their problems effectively, discreetly, and compassionately — without unnecessary questions.

This is what we know about the brand today. Now, here’s the story of how it came to life.

Клиент (под NDA) обратился к нам с задачей создать СТМ-бренд урологических товаров с нуля: разработать позиционирование, название, платформу бренда, визуальную систему
и коммуникационную стратегию. Бренд должен вызывать доверие, быть тактичным, говорить
с потребителем без стыда и не напоминать ни про аптеку, ни про возраст. Главная цель —
не отпугнуть, а поддержать.

Our client (under NDA) approached us with a brief to create a private label urological brand from scratch — including positioning, naming, brand platform, visual identity, and communication strategy. The brand had to inspire trust, sound tactful, and communicate without evoking embarrassment or associations with pharmacies or ageing. The ultimate goal: to support, not to alienate.

We focused on delicacy and care. Instead of a medical or overly emotional tone, Floro became a brand that understands and supports — without demanding explanations.

The name Floro is a neologism evoking nature, softness, and purity.

The slogan "Everything stays between us" reinforces trust, confidentiality, and emotional intimacy.

Urological products fall into the "essential goods" category — with a limited market size, low share of passive buyers, and highly situational demand.

At the time, the category landscape was shaped by:

• a sharp increase in prices,
• a reduced range due to limited imports (creating opportunities for Russian, Belarusian, and Asian brands),
• and the active expansion of private label ranges from major retail chains.

We conducted in-depth interviews with the target audience — men 40+ and women 35+ caring for relatives — as well as with pharmacy staff.

Key insights:

• People want to "live as before" — without shame, odour, or public attention.
• They don’t want to "treat" anything — they want to feel normal again.
• The product must be invisible yet reliable.

What the audience needs:

• Effectiveness
• Ease of use
• Total confidentiality

he insights revealed contrasting attitudes: some consumers preferred not to discuss the issue, while others sought understanding and support.

Floro’s positioning unites both perspectives: "Floro — urological care products you can trust with your most personal secrets and intimate wellbeing."

In this category, product functionality — odour control, leak protection, quality — is expected.
We built the brand’s strength on empathy, trust, and emotional reassurance.

Floro’s character is tactful, calm, and understanding. It’s not a doctor, not a friend, not a salesperson — it’s someone quietly standing beside you. Tone of voice: direct, respectful, and pressure-free.

The name Floro is a soft, gender-neutral word inspired by nature and purity. It reflects current eco-trends and conveys an affordable premium perception — quality that feels superior to its price.

Because of its neutral tone, the name appeals equally to men and women — ideal for a product range that includes both gender-specific and unisex lines.

The tagline "Everything stays between us" encapsulates the brand’s promise. It’s a familiar phrase of trust in personal communication — and when taken literally, it highlights the functional benefit: everything stays between the person and the product.

Logo. The upper part features a smooth gradient symbolising softness and fluidity. Two horizontal lines below represent the brand’s multilayered protection and effectiveness.

A clean, contemporary sans-serif font enhances readability and modernity.

A cool, medical-inspired palette distinguishes product categories:

• Women’s range — soft lilac and blush hues
• Men’s range — deep navy tones
• Underpads — neutral greys

Floro treats its audience with empathy and respect. Images avoid showing full faces; instead, they focus on gestures, textures, and human connection, conveying intimacy and dignity.

As part of the brand book, we developed tone of voice guidelines and communication principles: Floro speaks clearly, with tact and focus, avoiding unnecessary commentary or emotional overstatement.