A new brand identity and repositioning to highlight the best in laundry
Rinse (which means washing in English) is a cloth care company founded in North America by two friends, one of whom is a son of immigrant parents who had long tradition in dry cleaning. After a couple years developing and refining its logistic operations, he felt it was time to save the company from drowning in a ‘blue ocean’ of non-differentiation and claim the brand’s legit position as a leader within the category.
For helping them on the task of rethinking a repositioning the brand, they searched for agencies and chose to trust such a mission to our CBA staff, “a powerhouse when it comes to design”, according to one of Rinse’s founders.
The laundry market in the US has been through a whirl of changes, with a multifaceted market: family stores still live up, fighting the growing and evolving laundries side by side, while home washing machines, detergent – and even clothing – are constantly evolving.
By exploring the service through client experience and the complex operation point of view, keeping in mind the cultural and consumption trends in the local market and, equally important, the founder’s strong history – we changed Rinse’s positioning. The brand concept evolved from a logistic platform to an expert company, always present and constantly trusting on cloth care specialists and additional services.
Rinse’s focus was always to provide the best service, but the old brand was too simple, consisting of a blue drop that encapsulated the letter “R”, which didn’t convey its excellence. With the recent expansion and dimensioning (the company now counts on stores in seven US cities), the brand felt the need to jump up to the next level and reflect the new stage in its history.
In the brand’s new signature, the continuous flow of the R-shaped stripe represents the care and attention that goes along with every detail in Rinse’s work. The new visual system was applied on the brand’s core elements such as handbags, packaging and uniforms. The greater challenge, however, showed up in the adjustments in both the website and the app. Instead of simply applying the visual identity, we though about how the new brand positioning could reflect on the user experience.
The goal was to provide a better understanding of the service and get a first order. Such challenged was approached during a SprintLab: during a five-day workshop, gathering our staff with Rinse’s, we came to a successful prototype that led to the final website design. At the end, the whole process was able to bring up a strategy and repositioning that reflect Rinse’s truly innovative approach.
You may check out more on the brand’s repositioning here, in the words by Ajay Prakash, the CEO and one of Rinse’s founders.