DDW helped launch the first-of-its-kind Laundromat in Mumbai, The Washing Bay. The challenge was to communicate the value propositions effectively and differentiate the brand from the dry cleaning services.
DDW was involved from the inception – from the naming to the identity (both verbal & visual) , brand strategy and ambient design.
Targeted mainly at the singles & ultra-busy couples, with hectic work schedules, the brand promise was to ease the burden every-day laundry. The identity simply had to be very inviting ,fun and refreshing. It also had to be clean and neat just like fresh laundry.
The approach we took was of HAPPY MORNINGS.
The extended part of the identity graphically shows happy faces with the washing instructions, introducing the instructions in more fun and user -friendly manner. The branding of the identity and space together reflect a cool yet very practical and functional setup.