The Brief
A thriving dry cleaning business based in Bromley approached us with a bold ambition: to evolve from a single-location operation into a franchise-ready brand. The founders recognised the need for a distinctive identity that would stand out in a saturated market, appeal to an urban, style-conscious clientele and lend itself well to replication across multiple sites.
They were open to a complete rebrand — including a name, visual identity, marketing materials and branded customer experience — but needed it to be both memorable and practical. Importantly, the solution needed to evoke a sense of high-quality service, professionalism and cleanliness, while also being modern, characterful and visually striking.
Design Approach
Our creative process began by immersing ourselves in the day-to-day of the business. Seeing behind the scenes revealed the meticulous care and precision that went into their cleaning methods — inspiration that led to the creation of the name Dry-Ice. The name conjured the visual drama of steam, vapour and cleanliness — a fresh, modern metaphor that set them apart.
We crafted a bold, minimalist typographic logo — sharp and confident, balanced with softness — paired with a visual language centred on dry ice-inspired textures and atmospheric imagery. The palette was crisp and cool, with clean whites, charcoals and hints of vapoury silver to evoke purity and sophistication.
To support their growth ambitions, we developed a cohesive set of branded touchpoints — from a 6-page DL leaflet that introduced the service offering to prospective franchisees, to external signage, interior wall graphics, van decals, branded tissue paper and counter displays. The customer journey was carefully considered to create a premium experience from drop-off to collection and the visual identity was designed with franchise replication in mind: simple to roll out, easy to maintain and consistently striking.
The result was a brand that didn’t just look clean — it felt fresh, confident and ready to grow.
