WashWorx
Identity for WashWorx Laundry, a commercial laundry in Johannesburg that serves hospitality businesses and airport lounges.
- Sector
- Commercial laundry
- My part
- Creative direction & brand identity
- Inside
- Brand book, kit templates and generated visualisations; pre-launch, shown with the client’s permission
Give a Johannesburg commercial laundry an identity that larger hospitality clients can trust and will remember.
Start with what WashWorx already does: it counts every load in and counts it out again. Put the X from the name on the line where a signature goes, take the colours from a docket book, and carry the count onto every note, tag, van and post.
Eleven of thirteen are blue.
Of the thirteen Gauteng commercial laundries reviewed, eleven are blue. Five use bubbles; three show washing machines.
None makes the count part of its brand. WashWorx does, in Canary and Pink.
Source: WashWorx category research, 30 September 2026
Put the Xon the line.
The X is already in the name. Set on its own line, it shows where a signature goes: the moment the work changes hands, made into the logo.
One X, drawn once, from the van to the favicon.
One X. Drawn once.
Seven pieces from one drawing, and only three carry the name.
Never without its line: alone, an X reads as wrong, close or delete. On its line it reads as sign here.
PrimaryWebsite, documents, vehicles and signs, from 160 px or 40 mm wide
StackedBag tags, chest prints and square signs
SubmarkProfile pictures and small spaces, from 24 px
FaviconOn a 32-unit grid, so the line sits on whole pixels at 16 px
Count stampA working mark: the count cell as a rubber stamp
Sign-here fieldThe signature box on notes and forms, always away from the logo
Small-size cut80 to 160 px: phone headers, email signatures, docket footers
The colours of a docket book.
Named for the copies of a delivery note and the things around it: the ink, the paper, the yellow and pink copies, the stamp, the pencil and the ruled lines.
- CarbonThe sheet under the pen: what puts every mark on every copy.
- Top CopyThe page on top, where the pen lands first.
- Canary CopyThe yellow copy: bright enough to find in a stack.
- Pink CopyThe pink copy: no one mistakes it for anything else.
- StampCounted, and it says so.
- ClipboardThe board the dockets ride on.
- PencilThe note in the margin.
- FeintThe ruled lines of the docket book.
Three faces. Three jobs.
A condensed display face for the loud parts, a clear sans for reading, and a mono for the docket: Big Shoulders Display, Instrument Sans and Martian Mono.
Icons, drawn with the pen.
Drawn on a 48-unit grid with the pen that wrote the X: a pool of ink where it lands, the chisel’s slanted cut where it lifts. One colour, never filled, never in a circle.
Collected
Counted in
Counted
Counted out
Washed
Folded
Tagged
Stamped
Delivered
Done
A problem, owned
Quote
Call
Message
Email
Where
Paperwork made graphic.
Everything around the logo comes from the docket book: the copies, the perforated edge, the ruled lines, the stamp, the count in marker, and the tab that says sign here.
Say what happened. Give the number.
Relatable, warm, clear and confident. Problems and fixes get the most direct sentences of all.
We say: Counted in: 184 items from 7 bags.
We don’t say:
Your linen is in safe hands!We say: Generally back the next day, depending on what you need.
We don’t say:
Guaranteed next-day delivery.We say: One pillowcase is short. We are tracing it and will update you by 12:00.
We don’t say:
Unfortunately, discrepancies may occasionally occur.We say: Collection days: Monday, Wednesday and Friday.
We don’t say:
Flexible scheduling options are available.
Sample lines from the brand book; the figures are samples.
From the docket
to the van.
The system at work on the van, the bag, the sign and the paperwork. Every figure on the mockups and templates is a sample.
The crew in the middle
of the count.
Photography direction for the real shoot: people mid-task, proud of a clean count. Daylight, true whites, eyes on the work or on you.
Counted in. Counted out.
What went
into it.
- Strategy & creative direction
- Seven marks from one X
- Colour, type, icons & graphic language
- Voice & photography direction
- Brand book, templates & livery plans
Creative direction and brand identity by Phillip for WashWorx Laundry, Johannesburg.
Pre-launch, shown with the client’s permission. The photographs are generated: visualisations made with WashWorx’s artwork, and references for the crew shoot. The templates use sample figures.
