The textile cleaning industry in Zurich presents itself extremely fragmented: textile cleaning chains as well as numerous small individual cleaning businesses seek to gain customers with similar servies. The Cleaning Store, a textile cleaning chain with stores in and around Zurich and Winterthur, aims for a clearer market positioning in light of the market situation. The inexpensive textile cleaning chain is viewed as a discounter within the market, but otherwise does not differentiate itself sufficiently form its competitors. The retail presence of the Cleaning Store is not very concise and comes off as interchangeable.
Brandpulse develops a new brand strategy for the Cleaning Store and repositions the brand: A textile cleaning brand is created which is structured according to classic retail rules and which stands for a convenience range with an around the clock availability. Cleaning Store not only embodies the best value for money, but also expert competence and top quality while simultaneously being environmentally responsible.
Within the framework of the project, operational processes are assessed and revised from the convenience as well as the ecological perspective. A new 24/7 service terminal is introduced which allows customers to drop off and pick up their clothes around the clock. Additional convenience offers such as a customer laundry bag with bar code provide immediate advantages to the customers.
Changing to ecologically safe cleaning procedures with silicone leads to a lower environmental impact and strengthens the credibility of the repositioned brand. Embedded in a fresh corporate design, which is clearly expressed in the design of the branch offices, the Cleaning Store brand portrays a new higher value and convinces with its strong visual presence.
Brandpulse is responsible for the entire project and all implementations comprising the brand positioning, the brand design concept including store layout, pictorial language, online and offline implementations, staff apparel, development and implementation of store layouts such as furniture, labeling, service terminal and vehicle lettering.
