
A fresh, crisp and clean new Brand Identity, for London’s top-rated laundry service.
Laundry Republic
Client
Year
Scope
2024
Sēon worked alongside Laundry Republic to develop a fresh new identity for their brand after over 15 years of business operations.
With such a robust service already in place, it was easy for us to get creative and find new ways of communicating the unique and user-friendly product they provide to their customers. We developed a brand story of ‘Fluid Air’, which informed the visual language of the rebrand.

“Fluid Air is all about nature, and it’s relationship with order and cleanliness. Although nature is often percieved as messy, primitive, and feral, there are plenty of examples in nature of a strict order, and a rigorous linear organisation of things. One such example is the perfect circle. For this route we have leaned into perfect circles found in nature, including the visual metaphor of a bubble.”
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The colour palette for Laundry Republic’s brand identity reflects an established brand with ‘sagesse’ through the combination of neutral greys, navy blue, charcoal and black, with an attention-grabbing Golden Yellow for sparing web use and highlighting key points.
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A bespoke suite of vectorial, linear drawings play alongside the linear graphic treatment of buttons, bullet points, and circular backdrops used elsewhere in rollout.
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A focus was put towards sourcing bold, textured imagery with zoomed-in angles. This imagery treatment echoes Laundry Republic’s expertise and close attention to detail - the respect for the materials and processes involved in cleaning fabrics and textiles. This ultimately helps to communicate Laundry Republic’s trustworthiness.
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Floaty and sparse use of design elements interact with close-up, high-impact imagery to create a smooth, breathtaking design layout that allows the viewer to take in the content peacefully, without feeling overwhelmed or weighted down by the communication of the brand offering.
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Further rollout and visual merchandising makes full use of Laundry Republic's easily recognisable 'bubble' brand elements on more direct presentation, while brochures assume a clean, tightly-gridded design layout, further communicating Laundry Republic's attention to detail and trustworthy precision.
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