Elevating laundry with the rebrand of Clothes Doctor

Founder Lulu O’Connor and the team at Clothes Doctor are on a mission to build a global lifestyle brand which encourages people to love the clothes they own, addressing the social issue of fashion pollution and waste, by caring for what you have rather than buying new.

Clothes Doctor has a range of high-performance laundry care for precious garments with solid eco-friendly credentials and amazing fragrances.

Having been selling exclusively online, they asked us to help them refresh their branding and packaging design to be shelf-ready while improving the unboxing experience in e-commerce.

We identified that since launching, new brands had come onto the market who were working harder to create an accessible but premium feel for products with a relatively high price point.

We sought to create a clean, simple, and contemporary look with clever use of colour and symbolism to build a design system that could work as hard off-pack as it does on.

The resulting branding uses clean fonts in black on white juxtaposed with pastel shades of colour to segment the range.

We created a unique set of geometric symbols based on a 3x3 grid of dots that communicate the usage or format of each product, from detergents to fabric conditioners and powders to spritzes.

These symbols were used to create a pattern across the inside of e-commerce shippers, as well as on social media posts and other marketing comms, helping to reinforce the distinctive visual language for Clothes Doctor.