Is washing your car only about having a shiny vehicle? Or is there more to it? Claro is a brand new carwash brand. Planning to reshape the carwash industry with hospitality at the core. Unlike many other carwashes, it believes a clean car is all about feeling great. ‘Clean from the inside out.’ With this principle as a base, a new name, brand strategy, visual identity and brand voice was created. Making Claro ready to become the biggest and most lovable carwash brand in Europe. Rebranding one existing carwash at a time.
Research shows that the main reason why people choose a specific carwash is its nearby location. There isn’t a strong brand preference in the carwash industry. Yet, Claro’s goal is for people to go the extra mile for the Claro experience. The new brand strategy is built around hospitality. Servicing the human being inside the car, not just the outside of it. Tapping into that joyful emotion of having all of your things in order. A small moment of happiness that has a big impact on our everyday wellbeing. Does ‘Marie Kondō’ ring a bell? Claro’s name is derived from the Spanish word for ‘okay’ and ‘clear’. Providing a global name that feels easy and worry-free from the get-go.
The carwash is a place of constant motion. From the water that flows through, to the cars that roll by. And there’s one thing that stands out above anything else: its big moving brushes. Fascinating young and old alike. These became the base for Claro’s visual language. Wiping and turning. A visual concept that can be translated endlessly on different touch points.
Seen from alongside the highway the logo is built as a landmark. The first asset to evoke emotion. It combines Claro’s first letter, the movement of the carwash brush, and the okay-sign. The sign is proudly worn and owned by the whole Claro team. Colors are derived from the cleaning industry. Fresh and poppy, just like the bottles under your sink. Conveying squeaky cleanliness. The typography consists of PP Mori: the Marie Kondō of types. Clear, strong and friendly. The extended type system is packed with carwash references, thanks to Harry’s Designs. Soapy, bulky letters combined with wiping windshield, thin caps that add an expressive and lovable layer to the more functional side of the brand identity.
With its new brand identity Claro claims a new position in the market that transcends the pure functionality of washing cars. Claro’s warm interior combined with its fresh, fun branding sets the stage for a love brand that sparks loyalty for clients, as well as employees. Offering the latter a new home for those who worked for their former carwash companies for many years. Creating a place loved by people. Not just by cars.
