A few traits distinguish Qleaners from Santiago, Chile’s other launderers. For one, the high-end laundry and dry cleaning company employs organic products. It also bases its systematic approach to process selection on the material from which a garment is made. In order to extend these traits into the visual realm, Qleaners needed a comprehensive identity. Enter Monterrey, Mexico–based design studio Anagrama. After turning to classic fashion brands for inspiration, Anagrama created a custom logo whose serif typeface simulates organic shapes, just like those created by moving water. Strokes with thick beginnings and thin endings flesh out the fluid letterforms, while a condensed and modern secondary typeface provides both contrast and balance. To further draw the brand’s values of cleanliness and freshness to mind, Anagrama picked a color palette that lies between green and blue. The background color complements the white spaces and black elements that have relocated from the high-end fashion industry to settle within Qleaners’ new look.
The delicacies in these print ads by Tough Slate Design appetize discerning gourmands.