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Self-service laundry branding.
Goal: Develop a professional, clean and approachable brand identity so that people visiting can easily get all information they need to use the machines.
Scope:
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Logo refinement & visual identity
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Brand Book
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Store visuals - Machine stickers, signs,
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Print visuals - Loyalty cards, newspaper ads.
1. Discovery meeting.
When the client approached me they already had a logo they "kind of" liked. They liked the font and the washing machine graphic but felt something was “off”. I refined the logo by adding a wavy line and simplifying the washing machine graphic. The client loved the tweaks. It was a small change, but it built trust and set the stage for bigger things.
2. BrandBook Creation



A few months later as the grand opening was approaching, the time came to create visuals for the store. As with the logo, the client already had some ideas he wanted to implement. The client requested a BrandBook using black and white colours with the font they had already chosen.
My Insight:
While black and white provided a formal and minimalistic aesthetic, I advised that adding at least one more colour would help balance the cold formality with warmth, cleanliness and sophistication. I selected pale lavender purple, inspired by the widespread presence of lavender in our local area. Lavender is used in wardrobes and symbolizes fresh and clean clothes and linen. Furthermore, it communicates sophistication, and elegance while staying professional.
Although the client had suggested a font, I thoroughly evaluated it to ensure it aligned with the brand’s overall visual. The font was a great fit and remained an integral part of the brand identity.
Validation:
I created mockups incorporating the pale lavender alongside the black and white. The client reviewed and loved the concept, approving the addition of the third colour.
3. Brand guidelines
4. Bringing It All Together
With the BrandBook in place, I rolled out the new look across their store visuals.
Results:
The final result? A brand that hit all the right notes:
- Clean, sophisticated, and approachable—just like the client wanted.
- A logo, colours, and visuals that worked together seamlessly.
- A happy client who trusted me with their vision and was thrilled with the outcome.






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