The Brief

Mrs. Laundry, the laundry chain in Bangkok, wanted to differentiate itself from competitors through stressing on its superior laundry and ironing service. So we come up with novel yet practical idea to remind customers of Mrs. Laundry's superior service quality.

How the final design was conceived

We made use of the pre-existing clothes tag used to identify that the clothes have been treated. Usually the tag often goes unnoticed, disposed and serves no useful purpose other than identifying the "washed" from the "unwashed" clothes. We redesigned the tags to resemble a new clothes tag, and these would be attached to washed clothes. The clothes would look preen and crisps as if bought from a high-end clothing store. Customers who collected their washed clothes were reminded of the cleanliness and attention to detail of the laundry shop in making their clothes appear "brand new"

Indication of how successful the outcome was in the market

This campaign made it fun for customers to interact with the service, creating a better perception and reinforcing the confidence and trusts in the premium service quality of Mrs. Laundry. The feeling of getting "brand new" clothes every time they collect their washed clothes corresponds well with the insight that people enjoy getting new clothes constantly. As a result, customers took their clothes to the laundry shop twice as often, and recommended the service to families and friends. Customers were greatly impressed with the simple yet thought- provoking design that put a new and useful twist a medium that was overlooked. Positive word of mouth was passed around, ultimately increasing the number of customers and revenue.