Building the
Laundry Experience
Building the
Laundry Experience
Cleafab: From Idea to Identity
Cleafab is a premium, sustainable laundry and garment care service based in Thane, designed for modern individuals and families who value cleanliness with care. Built on the principles of trust, presentation, and personalized experience, Cleafab transforms a routine chore into a thoughtful ritual. From thoughtfully folded garments to handwritten thank-you cards, Cleafab is known not just for how well it cleans, but how it makes you feel — reassured, respected, and cared for. At its core, Cleafab is a brand that believes clean clothes should come with peace of mind — and a touch of delight
Our Role:
Visual Identity
Brand Strategy
Packaging Design
Uniform Design
Spatial Graphics
Branded Merchandise
Social Media
Laundry is too important to ignore yet too exhausting to enjoy
As life speeds up, laundry slows us down.
For working professionals juggling deadlines, parents managing homes and kids, or young adults living on their own it’s a chore that demands time, space, and energy. In already packed schedules, laundry becomes more than just a task, it becomes a burden
Market Study: The Gap
Beyond Clean Clothes
While laundry services are common, most focus only on function pickup, wash, drop. Our market study showed a lack of consistency, emotional connection, and thoughtful design. With delays, generic packaging, and impersonal communication, the experience feels transactional. In a personal task like laundry, there is a clear gap: the need for a service that offers not just clean clothes, but care, comfort, and a premium experience.
The Market Solves the Task, Not the Experience
The
Objective
To create a laundry brand that transforms a routine service into
a seamless, premium experience
by solving the lack of emotional connection, design consistency,
and thoughtful presentation in
the current market.
“Clean,
Conscious,
and quietly
Premium.”
“Clean,
Conscious,
and quietly
Premium.”
The Visual Signature of Trust
A soft yet certain identity made to feel familiar, human, and quietly premium.
Cleafab’s dual-tone palette blends deep blue for trust with soft sky blue for freshness, creating a calm yet confident look. The rounded, clean font adds warmth and approachability, reflecting the brand’s gentle and dependable nature. The subtle swoosh symbolizes the smooth flow of water and the gentle fold of fabric, adding a dynamic yet soft signature to the logo. Together, these elements build a visual identity that feels both premium and reassuring helping Cleafab stand out by quietly inspiring confidence and care.
Logo
formation
Type That Reflects the Brand
The Cleafab logo uses a customized Baloo font, chosen for its soft, rounded edges that reflect the brand’s gentle and approachable nature. A swoosh element is seamlessly integrated between letters to enhance flow, add motion, and make the logotype uniquely Cleafab. The result is a clean, modern, and elegant wordmark as crisp and fresh as the clothes it represents.
Clean Colour Palette
Cleafab’s identity is built around two harmonious shades of blue Deep
Navy and Sky Blue. This dual-tone
approach brings together a sense of
trust, care, and premium quality with
the feeling of freshness, lightness,
and renewal. Together, they visually
capture the transformation Cleafab
promises with every wash.
Secondary Colours
Introduce a lively and playful contrast within the blue palette, adding a sense of variety, interaction, and visual interest while still maintaining harmony with the clean and calming primary tones.
The Signature Swoosh
The central curved line or “swoosh” gracefully mimics the fold of a fabric, while also evoking a wave of freshness and cleanliness—symbolizing both the tactile and sensory essence of the brand.
Simplifying Complexity Through Design
The icons of otherwise complex actions are thoughtfully simplified to make each step easily identifiable and distinct, aligning with the flat illustration style and enhancing visual clarity.
Illustration Language and Purpose
The flat, minimal illustration style clearly communicates Cleafab’s process by simplifying complex ideas like logistics and care into clean, digestible visuals. Soft colors, rounded forms, and a human element add warmth and trust, while avoiding visual clutter. The consistent, sequential layout enhances clarity, guides the viewer effortlessly, and ensures seamless adaptability across print and digital touchpoints strengthening both recognition and reliability.
Illustration Language and Purpose
The flat, minimal illustration style clearly communicates Cleafab’s process by simplifying complex ideas like logistics and care into clean, digestible visuals. Soft colors, rounded forms, and a human element add warmth and trust, while avoiding visual clutter. The consistent, sequential layout enhances clarity, guides the viewer effortlessly, and ensures seamless adaptability across print and digital touchpoints strengthening both recognition and reliability.
Care in
Every Detail
Every touchpoint from the interactive visiting card to the thank-you
note is designed to evoke care, exclusivity, and delight. Clean layouts
and cheerful colours make each interaction feel fresh, premium, and personal, like receiving a thoughtful gift
The hand element brings a human touch that
reinforces care and responsibility, while the flat illustrations keep things simple and clear—adding both
character and trust to the brand’s visual language.
The illustrations emphasize how Cleafab allows people of all age groups to truly invest their time in more fulfilling pursuits, rather than doing laundry—reinforcing the brand’s core belief
“Life is better lived when your time is your own.”
The 3D style amplifies the value of these moments
The Cleafab Uniform Set
Peach was intentionally chosen as the delivery uniform colour to create a sense of softness, freshness, and approachability—especially considering that pickups are often handled by female customers. The pastel tone helps ensure the delivery experience feels calm, safe, and welcoming, subtly reinforcing Cleafab’s thoughtful and customer-first design approach.
Packaged Like
New
The packaging is designed to create a delightful, gift-like unboxing experience that reflects Cleafab’s attention to detail and customer care. Every garment feels fresh, personal, and thoughtfully presented as if it were brand new. The approach balances aesthetics with sustainability, ensuring that the experience is not only premium but also environmentally responsible, aligning with Cleafab’s conscious brand values
The First
Impression
Where trust begins Cleafab’s storefront design reflects cleanliness, professionalism, and approachability at a glance
Welcome to the
Cleafab Space
The store interior showcases the entire process, offering customers clear visibility into how their clothes are handled promoting transparency, trust, and confidence in the service.
Clear.
Consistent.
Considerate.
Cleafab’s in-store communication from pricing to process follows a clean, minimal, and cohesive design language. With a clear color palette, spacious layouts, and friendly typography, every element builds trust, reflects transparency, and delivers a premium, clutter-free experience aligned with the brand’s promise of care and ease
Delivering the
Brand
From uniforms to delivery bags and vehicles, every moving touchpoint is thoughtfully designed to reflect Cleafab’s clean, soft, and premium identity ensuring the brand experience stays consistent from doorstep to store
Illustration Language and Purpose
Cleafab ensures a smoother, greener delivery experience with its fully electric fleet of two-wheelers and tempos—combining efficiency with sustainability. This thoughtful approach adds to the brand’s promise of care at every step
Social Media
Showcase
Cleafab’s social media reflects a clean, vibrant, and emotionally engaging brand language that blends premium care with everyday relatability. Through consistent visuals, witty messaging, and trust-driven content, it reinforces the brand’s promise of modern, thoughtful laundry experiences.
This set highlights Cleafab’s festive and topical content, creating timely,
culturally relevant engagement while reflecting the brand’s thoughtful identity
Each post includes facts and fun, interactive elements to break monotony and keep the content visually engaging.
This set solves daily laundry hassles, showing how Cleafab makes life easier and more convenient
Attractive offers and engaging campaign visuals make this set eye-catching and
attention-grabbing, encouraging more people to stop, explore, and connect with the brand
Attractive offers and engaging campaign visuals make this set eye-catching and attention-grabbing, encouraging more people to stop, explore, and connect with the brand
