The Laundryhood: Rebranding for the Greater Good
When the owners of Expresswash approached CIA Bootleg Manila, they had grown a network of over 30 branches in five years—but were ready for the next evolution. The challenge: transform their existing laundry chain into a next-generation service brand with stronger emotional relevance, modern aesthetics, and a deeply human promise.
Project Champions
Project Manager for Project A
Project Manager for Project A
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Overview
From Expresswash to The Laundryhood — A New Standard in Local Laundry Care
Laundry isn’t just a chore—it’s an act of care. Whether done for oneself or for family, laundry carries both emotional weight and everyday stress. And yet, most laundry service brands in the country still feel transactional, cold, or chaotic.
This was the starting point of Bootleg’s journey with Expresswash. The objective:
Create a human-centric brand that can become every neighborhood’s go-to for clean, confident living.
Our Solution
🧠 Immersive Brand and Consumer Insighting
Our team of psychologists, sociologists, and marketing analysts conducted a full immersion into laundry culture in the Philippines:
• Studied international service trends and best practices in laundry design
• Visited and tested major laundry chains across the country
• Conducted extensive customer interviews to uncover pain points, behaviors, and emotional triggers
From this, we uncovered the deeper meanings behind laundry:
It’s about control, confidence, and peace of mind—especially for people who care for others.
🔁 Repositioning Through Brand Strategy
We proposed a full rebrand, grounded in a clear Brand Promise:
"To care for you and your laundry, giving you control, confidence, and peace of mind."
🌟 New Brand Name + Identity
From over 30 tested name options, one rose to the top:
The Laundryhood: Your Local Laundry Shop
The name conveys local care, friendly service, and a tight-knit community.
🎨 Design Execution with Brandyard
Our partners at Brandyard developed a full visual identity system:
• Logo, signage, store branding, iconography, packaging
• A welcoming tone of voice and brand persona: "The Fun and Caring Heroine"
• Informational guides and friendly in-store touchpoints to make every customer feel empowered
What We Did
CIA Bootleg Manila delivered the following:
• Brand insighting and customer research
• Competitive and trend analysis across laundry service categories
• Brand DNA refinement and strategic positioning
• Naming ideation and testing
• Collaboration with Brandyard for full design execution
• Brand launch planning and alignment
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