Although the largest laundry and dry-cleaning franchise in South Africa, by 2019 Pressed in Time's growth had stalled. A brand audit revealed that customer loyalty was strong for individual franchisees but not for the brand itself. The brand look and outlets were dated and there was no brand cohesion.
We recommended a complete overhaul of the brand and stores to attract new customers to, in turn, attract new franchisees. The new brand look was launched late in 2019 and by the end of 2020, despite COVID, there was a 25% increased number of stores.
To avoid disregarding the years of equity behind the old logo, the bubbles were retained and given a more contemporary interpretation. The clean, modern typeface was chosen to represent folded pressed laundry.
Radio Campaign
In Laws
Soccer Mom
CLIENT: Pressed In Time
AGENCY: Creative On Demand
ROLE: Art Direction, Creative Direction, Concept, Concept Development, Design, Strategy
