Responses by fagerström
Background: Hang to Dry (H2D) is a new luxury dry clean and laundry shop in Riyadh, Saudi Arabia. The company offers a fast and premium service, using the best laundry products and taking care of every detail of the cleaning process. The main goal of H2D is to be Riyadh’s first laundry shop in which customers can leave their luxury clothes, knowing that they will be treated and cleaned with the utmost care. The company seeks to position itself as the main luxury laundry brand in Saudi Arabia, providing its clients with a different experience to what they are used to. H2D customers are people who value premium services, are willing to pay more for it. They are customers who have a special taste for clothes and who are looking for a place to clean their high-end clothes and garments.
Reasoning: The brand takes its name from the washing and care instructions that can be found on clothing labels. On the other hand, the logotype seeks to generate a direct link between the brand and the company’s activity, by using a classic and recognizable element in this type of business: the clothes hanger. The brand consists of a typographic logotype, in which the word to has been replaced by the number 2, as a way of incorporating the hanger into the brand. For the construction of the logotype, we used a stencil typeface, creating a brand with a classic spirit, but with a modern look at the same time. In addition, the typeface has an urban and industrial aspect, which is consistent with the type of business.
Challenges: Creating a sleek and minimalist brand in an industry where, with few exceptions, amateur design dominates, and where the associated symbols and graphic resources have been highly overused. We had to find a way to incorporate the symbol in a subtle and clever way to stand out from the usual graphic trends.
Favorite details: The wordmark and how we have incorporated the symbol of the brand into it so that the result is an exclusively typographic logotype. In addition, we like it when we find an element that helps us communicate a concept and create a recognizable brand in the symbols or glyphs of the typeface. In this case, we merged the question mark and an underscore to create a symbol that represents both the number 2 and a hanger at the same time.
Visual influences: We looked for references in the fashion and personal care industries. We found it interesting that a brand that washes and cleans your clothes with the utmost care, and then returns them to you almost as if they were new, could communicate this in a more evocative and aspirational way.
Specific demands: The brand needed to have a symbol and use a nude pink hue as the main color. On the one hand, these requests make it more difficult to explore less conventional solutions, but on the other, they reduce the time you need to test and experiment with elements such as color. It can sometimes take a long time to find the right color.
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