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The FLOZ name

The name FLOZ was chosen because it fundamentally represents two different concepts.

  • Fluid ounce (or fl. oz.) – Is defined as a unit of volume occupied by 10 pounds of water at 62 degree Fahrenheit. This is the typical measure of volume used commonly in the US and UK.
  • Flows – is a quantitative measure of the amount (e.g., volume) of water moving or flowing from one area to another per unit time.
  • Flow is also the mental state of operation (proposed by Mihály Csíkszentmihályi) in which an active person is fully immersed in a feeling of energized focus, full involvement, and enjoyment in the process of the activity. Flow is is defined as complete focused motivation. For us, flow reflects the single-minded immersion and representation of the ultimate experience in hydration.

The Logos

FLOZ “Hydration revolution”
The FLOZ logo is designed to capture two diametrically opposed, yet interconnected concepts. On the one hand, the clean, and wholesome ingredients is reflected by the structured look in the letters F, L and Z. On the other, the evolving nature of the formulation is represented through the flowing look of the letter “O”.

The shape of the fluid “O” is a complete circle, representing infinity, which has no beginning or end. It is meant to capture our “complete hydration” philosophy where hydration and nutrition come together as two unifying and complementary concepts.


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