Greener Cleaner
AboutThe task was to do brand research into an existing dry cleaning business, evaluating its design weakness and rebranding it with a wordmark logo and mascot. A business card, storefront poster promoting an event, and invoice sticker were all required.
ADOBE ILLUSTRATOR, ADOBE INDESIGN
THE BUSINESS
Greener Cleaner is a sustainable and eco-friendly dry cleaning business in Chicago, IL. They focus on both formal and casual clothes, and are part of the 1% of IL non-toxic dry cleaners that use zero petrochemicals. Their silicone formula used during the dry cleaning process safely degrades back into its natural components and is recognized as safe for the air, water, and soil.
THE PROBLEM
The main aspect of their visual and brand identity is environmentalism and sustainability, but they represent it in a very stereotypical way. Their imagery of a plant and the earth conveys eco-friendliness, but leaves viewers wondering how the business’s practices are different from other dry cleaners. To combat this, I wanted to emphasize the chemistry of the silicone solution breaking down.
Branding
The rebranded logo focused on the hexagon to represent the shape of chemical bonds and emphasize the chemistry behind their silicone solution, which is the most prominent practice that makes them eco-friendly.
STYLE GUIDE + Tagline
The mascot, Hexy the Hexagon, humanizes the brand and emphasizes the uniqueness of the chemical solvent in Greener Cleaner.
MASCOT - Main
Alternative
Collateral
BUSINESS CARD
STOREFRONT POSTER - Earth Day
INVOICE STICKER