they sold out in 72 hrs

That’s the core idea that has helped turn a humble glassware company into a cultural symbol for iced latte lovers everywhere.

This week, we’re breaking down how @flur built a hero product, nailed an aesthetic, and created a content engine that turned ritual into reach.

📖 What’s the story?

Born from the founders’ obsession with slow mornings, clean design, and iced coffee rituals, FLUR tapped into a growing culture: slow living meets creator economy.

They didn’t position themselves as a kitchen brand.
They positioned themselves as the go-to coffee glass brand for design-forward millennials and Gen Z.

The secret?

🧭 What’s the brand narrative?

Narrative: Actually designed for coffee.

Not mass-market. Not over-engineered.
Just beautifully intentional design that feels right in the hands of someone who romanticizes their morning routine.

Every post reinforces the same message:
This isn’t just a cup — it’s a vibe.

The tone?
Cozy. Lo-fi. Quietly confident.
It’s for people who care about the ritual just as much as the caffeine.

⚡ Inflection Point: One Perfect Product, Shared Beautifully

FLUR didn’t go wide.
They went deep.

They launched with a single hero product — then told the world 100 ways it made coffee better.

Instead of hype, they let the glass do the talking:

• Soothing ASMR drinks

• Thoughtful founder content

• Subtle storytelling that explains what was wrong with existing options

The result?

217k followers, sold out in 72 hours, & a deal with Create & Barrel.

📌 How do the content pillars feed this?

🥤 Drink Inspo

• Viral iced lattes, matchas, and cold brew rituals

• Sound-forward, lo-fi aesthetic with no hard CTA
  → The product is the hero, but the mood is what you remember

👫 Building The Biz (Ethan + Liz)

• BTS of warehouse life, shipping chaos, and small wins

• “We sold out in 72 hours and packed 800 boxes ourselves”
  → Builds transparency, relatability, and loyalty

🔍 Product Education

• Flat base → no tipping

• Condensation control → no ring on the table
  → Signals care, quality, and quiet obsession

🎁 Giveaways & Share Loops

• Espresso machine giveaways with tag/share/follow entry
  → Drives discoverability while staying on-brand

🎬 How the formats support it

🟩 UGC ASMR Reels

• Iced latte builds, clinking spoons, slow pours

• Trending audio + ambient sound → designed for saves

🟨 Founder POV

• “Pack orders with us” or “Here’s why we made it”

• Soft-spoken and intimate → builds human connection

🟦 Story-Focused Demos

• Show, don’t pitch

• Mini design explainer videos that educate inside the aesthetic

🟥 Giveaway Engine

• Espresso machine or lifestyle upgrades

• Built for virality without cheapening the vibe

🔁 The Growth Flywheel

Mood → Aesthetic Use → Shares & Saves → Trust → Orders → Repeat

When your product fits seamlessly into your customer’s dream morning routine, it sells itself again and again — through content they want to share.

📊 Proof It’s Working

FLUR:
✅ Launched with one product
✅ Sold out in 72 hours
✅ Landed in Crate & Barrel
✅ Built a loyal, mood-matched audience that does the marketing for them

💡 What You Can Steal

✅ Let your product live in a mood, not a pitch
→ Show the life your customer wants — then place your product inside it

✅ Build trust through process
→ Packing orders is more persuasive than your About page

✅ Design like a user, not a manufacturer
→ Solve for real problems — even the ones that feel “too small” to matter

FLUR didn’t try to dominate your kitchen.
They found a small part of life people deeply cared about and made it better.

So let me leave you with this:

💬 Got a brand you want featured next? Hit reply and send it my way.

Cheers,
Eric