The idea for Luova Flow started brewing over ten years ago. Living among the popularly bold and minimalistic Nordic design scene, Jenna longed to see more colorful, maximalist and aesthetically rich patterns in clothing and interiors. She got inspired to create a brand that would be rooted in her deep love for nature in all of its abundance. She wanted to create delicate and detailed designs that would bring more life and beauty into spaces and people’s lives. The concept of Luova Flow was born.

Luova Flow is a Finnish design & lifestyle brand, founded in 2020. Our mission is to inspire people worldwide with magical designs, characterized by delicate natural elements, organic flow of forms, and maximalist abundance. We are inspired by colorful urban and rural landscapes in environments such as California and Finland. Our designs are also influenced by the idea of humans living in harmony with nature.

Our founder and lead designer Jenna Nelson is a Finnish surface designer and an illustrator with commercial experience and a passion for visual arts. Jenna has worked for brands such as Vallila Interior in Helsinki and Williams-Sonoma Inc. in California and collaborated with several companies including Young Finnish Design Oy, Annala Oy, and Yiume. Jenna finds herself most inspired during explorations in nature and travels around the world.

Luova Flow has a versatile collection of abundant prints, available for licensing. Or if your brand is looking for a unique design tailored to specific aesthetic needs, you are in the right place! To view our current selection of prints or to discuss the details of creating a custom print, please email luovaflow@gmail.com.