FLOWE Bowden / Otello
A new benchmark for living well in Adelaide
Adelaide developer Otello has built a reputation for creating places that focus on sustainability and innovation for the way people live. In the city-fringe suburb of Bowden, one of Adelaide’s urban renewal success stories, they sought to establish a new benchmark for healthy urban living.
Together with award-winning studio Fieldwork, Otello shaped as a ten-storey mixed-use development of 103 residences that was embedded with wellness and sustainability from the outset. Hoyne was commissioned to create the identity and campaign that was as considered and purposeful as the project itself.
The result is Flowe, a name and a brand that moves as one with the architecture, the environment and the daily rhythm of community life. Flowe speaks to a diverse audience drawn together by shared values: a belief in sustainability, a commitment to health, and an appetite for premium urban living. The identity draws its warmth from natural materials, translating the sensory experience of the building into every touchpoint of the campaign.
Collaborators: Josh Geelan Photography / Nick Frayne Videography / Jarrod Knoblauch Video Editor
