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Classic Cleaners

Cleaning up a brand and visual identity for a business that has served central Alberta for over 35 years.

Project Brief

Classic Cleaners has proudly provided dry-cleaning and alteration services to the Central Alberta area for over 40 years. It's safe to say they are a trusted local business.

However, their brand was in need of an update to reflect the evolution of the garment cleaning industry and a new focus on high-end clothing and green cleaning. The traditional stereotype that dry-cleaning is old-school would simply not do.

Our Solution

We developed a brand identity that utilized a modern colour pallet suggesting a high-end experience and contrasted this with a classic serifed typeface, similar to those used by Gucci and Valentino.

Clear messaging, brand standards and brand strategy gave them the leg up they needed to ramp up their marketing, in style.

The result is a clean and bold design that speaks for itself and uniquely represents Classic Cleaners.

What We Delivered

Logo & Branding
Brand Standards
Audience Personas
Key Message
Marketing Plan

The team at Reaction were incredible!

Shanna Soehn
Owner, Classic Cleaners
It was time to give our brand a fresh new look and feel that more effectively captured who we are as a company. The team at Reaction was incredible. We were especially impressed with the time and energy that went into finding out about our company, our values, vision, who our current clients are, and who our prospective clients are. We are thrilled with our new logo and overall look! They also leveraged this company research to then recommend a tailored strategic plan to take our marketing to the next level.

I would highly recommend you consider working with Reaction!

Stakeholder Interviews

Stakeholder Interviews

After interviewing various stakeholder groups, we were able to identify several misconceptions about dry-cleaning that could be easily addressed with messaging and design. At the top of this list was the idea that young people don’t have clothes that need to be dry-cleaned or that it’s a service you only use for formal attire.

Designer jeans, Ugg boots, a silk duvet, or your Canada Goose jacket are all things you should be getting professionally cleaned. Hate ironing your shirts for work? Need a zipper fixed on your jacket? Washing machine broke down and you have 6 kids? Classic Cleaners is here to help.

Audience Personas

Audience Personas

We zeroed in on three audience personas that represented the most ideal customers that Classic Cleaners should be communicating with.

This was used to help determine the tone, language and visuals we should be using in the new branding. It also gave them a clear picture of who they need to be marketing to and insight into their behaviours, motivations, barriers, and habits.

Key Message

We crafted a brand script, language framework, and a memorable key message that Classic Cleaners can use throughout their marketing. It speaks directly to their target audience and provides them with consistent words to use when describing their services and the value it provides to their customers.

New Logo & Visual Identity

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