As float tank therapy for mind and body renewal, Float Sixty was looking for a visual brand identity that matched the sublime sensory-deprivation experience it offers. To achieve this, ABC immersed itself in research of full-body sensory experiences, and immediately joined forces with Box Studios to understand the spatial, architectural and interior retail design vision, which influenced logo concepting.

What resulted is a modern and intuitive design that not only translates across various applications, but also offers a sophisticated abstraction of the Float Sixty experience. Float Sixty will launch in Chicago this winter with a cohesive and communicative brand identity.