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.
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
The team at Reaction were incredible!
I would highly recommend you consider working with Reaction!
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.
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.
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.