Brand Challenge
Despite using unique machines, raw materials, and services, as well as a distinctive display design, the dry cleaner called “Lanza Lenzi Clothing Clinic” was not well received by customers, and few people visited the dry cleaner during its opening. However, a large percentage of customers who had received dry cleaning services from this brand once returned to receive services.
Experience
The branding agency’s research on the expected benefits of the audience and brand pathology showed that due to having a distinctive name and display, the brand has lost its POP and main similarities to belong to the dry cleaning industry, and it has become reminiscent of a cafe and clothing boutique for the audience. In fact, the brand is not able to attract its target audience, and a suitable image of the brand has not been formed in the minds of the audience. In the first phase, in order to create POP for the brand to be accepted by the audience, the brand name was changed to “Pakinja Dry Cleaners” and the store window was designed in a way that it could be easily recognized as a dry cleaner.
In the second phase, in order to design a distinctive identity due to the potential of advanced devices, specialized equipment and the ability to supply special raw materials, distinctive services such as clothing repair and removing tough stains were designed for the brand. Also, appropriate organizational infrastructure such as hiring and training employees to provide professional services and improve performance were considered and a strict quality control system was created. Since the brand had in its vision the intention to increase the number of branches through providing franchises, the standards and processes were designed in a way that could achieve this while maintaining the quality of services.
Brand Visual Solutions
Given Pakinja’s strategy’s emphasis on being seen as a modern dry cleaner, a monogram was designed using the first letter of Pakinja’s name, combining the letter P and the spinning form of a washing machine, so that the audience could easily understand the business topic by seeing it.
Also, with the help of auxiliary forms such as icons and illustrations, an attempt was made to introduce the audience to the brand message, “Pakinja, the address of clean clothes”, by emphasizing more on cleanliness and clothing.
In this regard, these visual elements were used in all brand touch points such as the entrance sign, shopping bags, clothes delivery machines, etc.
