TIDE
DRY CLEANERS

WHAT WE DID

Consumer Insight Concept Development In-store Communication Retail/Interior Design Prototyping Design/Business Strategy Brand Identity Development Brand Strategy Brand Architecture Brand Equity Design Innovation/Solutions

CHALLENGE

P&G partnered with Brandimage to create an entirely new business model through our disruptive innovation methodologies. Dry cleaning had, until now, been defined by unpredictable results, lack of professionalism and old technologies for decades. Taking this undesirable experience and transforming it into one of contemporary fabric care and impeccable service was a primary challenge facing the team. Creating a design logic to be a plausible business model and restaging dry cleaning as an environmentally responsible enterprise were other strategic objectives. The ultimate charge was to synergize and enhance these principles within the framework of valuable heritage of Tide, one of the world’s most beloved and recognizable brands.

SOLUTION

By blending the familiarity of Tide and its impeccable reputation, we created a whole new paradigm in dry cleaning. Offering remarkably innovative services (such as secure drop boxes for after-hours convenience), earth-friendly chemical technologies and engaging physical environments, Tide Dry Cleaners is the outcome of our fast track, iterative methodologies that deliver insightful and concrete solutions to business challenges. We studied consumer behaviors and retail experiences and translated them into this breakthrough concept. We took advantage of the visual equities and graphic language of Tide to create warm, friendly and sleek environments, touch points and identities to assure consumers of the consistency and quality they have come to expect from Tide. As a benchmark of success, the monthly sales forecasts were exceeded, on average, by 140%, and Tide receive over 200 requests for franchising opportunities from Europe, Asia and North America. The results point to the success of a relevant, transformative, fresh and optimistic new market entry.