The client needed a brand for a nationwide laundromat franchise, from the naming to the visual identity. At first, they had a fondness for an English name, aiming to reach a more conservative, family-oriented audience. Given that and other input, we created some names that captured exactly what the client had in mind.
But we thought beyond the obvious. When we develop a project, we think about a brand that will last for years and bring authority to the company — one that is bold and grows alongside the business. So we presented a name completely opposite to what the client expected…
Lavanderia Banho de Gato ("Cat Bath Laundromat") — extremely provocative! Much like one of São Paulo's most famous restaurant chains, called Sujinho ("little dirty one"): at first glance it's contradictory — how could you eat at a "dirty" place??? But it's a popular expression, impossible to forget.
We researched and discovered that the pet owned in the largest numbers by Brazilians is the cat, considered the cleanest animal there is. When a cat washes itself with its tongue, it's essentially already ironing its "clothes" — very practical and quick! And when it washes another cat, it's showing affection and care.
The typography chosen was Bebas Neue, bold and easy to read, and Birds Of Paradise, a script font that brings a human touch to the brand. The visual identity is extremely intuitive, with a subtle message: even though the cat is sitting on top of a running washing machine, it's calm, showing there's no aggression toward the clothes inside.
Lavanderia Banho de Gato currently has franchises in 4 cities: Limeira, Jaguariúna, Artur Nogueira and Iracemápolis. We hope the company keeps growing, and we're proud to be part of this remarkable brand!
