A design language built around the fluidity of water, now carried across nearly all of Flosoft's product range.
Flosoft is one of Turkey's largest manufacturers of plastic hygiene equipment — present in nearly every public restroom in the country. I proposed a design consultancy engagement myself, with one clear goal: their product line had stopped looking current, and foreign competitors were winning ground simply by giving design the value Flosoft hadn't yet.
What began as one project — a single dispenser line — became something larger. The work was received well enough that Flosoft decided to extend the new direction across almost their entire product range, from paper towel dispensers to soap dispensers, even to a category they'd never had before: scent diffusers.
The core argument was simple but needed proving: a well-designed product can still be an economical one, and a restroom fixture doesn't have to look like an obligation — it can read as an object someone chose to put there.
The hardest part wasn't designing the products. It was convincing a technical team, shaped by years of established habits, that a genuinely different direction was achievable without disrupting production. Resistance to change was the real brief here, as much as any single dispenser.
Hygiene is hard to picture. Water in motion is the easiest way to make it visible.
Idea
Flosoft's existing line looked dated and generic, while foreign competitors were taking share in the same restrooms simply by investing in how their products looked and felt. The idea was to prove design could be the differentiator, not an added cost.
Every product in the line lives in spaces defined by one substance: water. That observation became the foundation for everything that followed.
Form
Fluidity became the design principle running through the entire range. Water doesn't move in straight lines, and neither did the new forms — curves, waterfall-like surfaces, and continuous lines replaced the boxy, utilitarian shapes that had defined the category for years.
The visual language wasn't decorative. It was the most direct way to communicate hygiene without saying it — fluid, clean lines that evoke water itself rather than a sterile, clinical box.
Function
The redesign extended well past dispensers people already expected — paper towel holders, soap dispensers — into a category Flosoft had never produced before: scent diffusers, introduced as part of the same visual family.
Every product still had to perform exactly as well as the line it replaced. Design-led didn't mean form winning over function — it meant proving the two could be solved together without raising cost.
Differentiation
Local competitors weren't the real pressure — international brands were, precisely because they treated design as a serious investment rather than an afterthought. This project closed that gap directly, on Flosoft's own production capabilities, without importing foreign tooling or cost structures.
The shift wasn't cosmetic. It changed how Flosoft's products were perceived in a category where almost no domestic manufacturer was competing on design at all.
Impact
What started as one product line became the design DNA for nearly all of Flosoft's range. The paper towel dispenser line was received well enough internally that it became the reference point for redesigning almost everything else in the catalogue.
In production since 2019, and still expanding — Flosoft continues to carry this visual language into new products being developed today.
The biggest obstacle wasn't aesthetic — it was resistance to change. Years of established molds, processes, and assumptions had calcified into "this is just how these products look." Convincing a technical team they could build something genuinely new, without the project becoming a financial risk, took more persistence than any single design decision.
There were small losses along the way — ideas that didn't survive the realities of tooling or cost. But the larger shift held: once the team saw that better design didn't have to mean higher cost, the resistance turned into momentum, and that momentum is what carried the language across the rest of the range.
What began as a proposal to modernize one product line became the design language for nearly all of Flosoft's hygiene equipment. In production since 2019, still selling, and still expanding into new products — proof that a single well-argued idea can outgrow the brief it started from.