Contributed by Amsterdam-based designer Ben Vessey.
I felt that Johnsons the Cleaners’ current identity was tired, outdated and didn’t reflect their status as the UK’s largest dry cleaners. The new identity optimises white space to give a clean, fresh look, whilst linen stock is used throughout to provide a qualitative feel.
I added some fun to the branding by creating symbols that represent their services, then applying them in a creative manner. The letterhead features an iron symbol indicating the fold line.
The priority club membership card comes in a sleeve that looks like a washing machine (depicting the full, then empty machine when the card is removed).
Finally, the discount voucher comes in an envelope with a button symbol on the back, and the voucher itself has a tear off strip designed like a zip.