LimónClean is a dry cleaner that stands out for its use of wet cleaning, a Swiss-German technology that allows it to take maximum care of clothes and offer extremely competitive prices for washing and ironing.
They came to Erretres with a clear objective to redesign their visual identity. They wanted a more personal brand that would help their audience perceive LimónClean as a friend who does your chores for you, so you can have more free time to enjoy life. One of our fundamental challenges was to make sure the new brand could easily be transferred to franchises and spaces or corners inside retail environments.
Strategy and creative concept
In the first phase of the project, we analyzed the dry cleaning sector in Spain and abroad. From this research we created a strategic document in which we established the fundamental principles of the new brand. In essence, LimónClean should reflect the lifestyle of the modern consumer — people who look for simple, accessible and elegant solutions that save them time and free them from the labor associated with caring for clothes.
The new brand is based on four pillars: leaders in presentation, adaptable to local and external environments; super competitive pricing policy; friendly team of professionals; and, superior technology.
The Erretres proposal included the creation of: the strategic brand concept (“More freedom equals more happiness”), the tone of voice (friendly and personal, with a touch of humor), strategic messages (“Free yourself.” “More freedom means more happiness.”), and the tagline (“Your personal cleaners”).
We used Avant Garde Bold typography to create the LimónClean logotype because it conveys a modern and clean image that’s also built to last. We added a graphic detail to the typography over the “o” in the corporate color, which works as an accent mark, is reminiscent of a sunrise, and is a nod to the buttons on cleaning and ironing machines
Apart from the typography, we proposed a chromatic range for the graphic system — a lime green color that refers back to the name, gives an optimistic tone to communications, and maintains certain continuity with the previous visual identity. Additionally, it reinforces the role of white for conveying cleanliness, and black for strength in messages.
We designed a series of pictograms and 2 graphic symbols (a check mark and a semicircle) to contrast the tedious task of cleaning clothes yourself with the freedom you can enjoy by letting LimónClean do it for you more efficiently.
Numbers, due to the company’s competitive pricing policy, play a big role in the brand’s communications. That is why we paid special attention to them during the design phase.
Another important communications resource is the “smiley”. Designed expressly to transmit a friendly tone and a touch of humor, it has multiple graphic uses.
The LimónClean identity uses minimal graphic resources (making the messages and tone of voice extra important) to reflect the efficiency, honesty and cleanness of the service.
We have designed numerous applications of the brand for stand-alone stores and for spaces inside retail locations, including all the materials associated with garment delivery, from the tags (we replaced them with something less technical and more friendly with a message) to the hangers and the bags. We also designed more conventional materials for the project, such as corporate stationery, advertising, merchandising, etc.