Case study · Services
Three dry cleaners with three names, three neighbourhoods and three sets of regulars. The brief was to present them as a group even though each one is very different.
The client
LA Cleaners Group brings together three dry cleaners in Los Angeles County: Simon’s Sun Valley Cleaners in Sherman Oaks, Image Dry Cleaners in Los Angeles and Budget Dry Cleaners in Van Nuys. Their tagline: «Passion for detail, brilliance for your image».
The problem wasn't design, it was identity. Each store already had its own name and its own neighbourhood regulars, earned over years. A badly built umbrella brand wipes them out: the long-standing customer opens the site, recognises nothing and assumes the business has been sold.
And there is a second layer: they offer home pickup and delivery, a service you can't understand by looking at a shopfront. It has to be explained, and you have to say how far it reaches.
The starting point
What had to be solved before talking about colours.
What we did
One brand on top, three recognisable businesses underneath and a phone number always within reach.
Not an address hidden in the footer: a locations page with all three names, their neighbourhoods and their details. The Van Nuys customer still sees «Budget Dry Cleaners».
The door-to-door service explained with its coverage. Anyone inside it knows at a glance, and anyone outside doesn't waste their time or end up disappointed.
Dry cleaning, laundry with eco-friendly detergents, fluff and fold, alterations and tailoring, and household textiles: duvets, curtains and rugs. Each with what you need to know.
The phone number is always present and it is a link, not a piece of text. In a local, urgent service the form is plan B.
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