The brighter side of laundry

Although the largest laundry and dry-cleaning franchise in South Africa, by 2019 Pressed in Time’s growth had stalled. A brand audit revealed that customer loyalty was strong for individual franchisees but not for the brand itself. The brand look and outlets were dated and there was no brand cohesion.

We recommended a complete overhaul of the brand and stores to attract new customers to, in turn, attract new franchisees. We redid the website and created a brand campaign that used lighthearted humour to humanise the normally grey subject of laundry. The new brand was launched late in 2019 and by the end of 2020, despite COVID, there was a 25% increased number of stores.