Clean Genie

RESEARCH. Brand & Business Audit. Competitive Analysis. IDENTITY. Naming & Tagline Generation. Logo Design.


Historically, the laundry services sector in India has been unorganized, with poor investment with respect to automation and technology. This presented an emerging opportunity for laundry cleaning and laundromat operators to offer quality, convenience, and reliability to customers – particularly in urban areas.


Our client required a complete brand identity programme for a soon to be launched app based laundromat, including generation of a brand-name, tagline and logo. The brand identity needed to be refreshing and relevant, appealing to city-based audiences including working professionals, single-households and college students.

Clean Genie Brand Logo Design
Clean Genie Brand Identity
Clean Genie Naming and Tagline


We captured nomenclature conventions in the category through a brand audit, prior to developing an alluring brand name “Clean Genie”. The name instantly suggests the nature of services provided, as well as stresses on a key benefit – convenience. Next we created the tagline “You Wish. We Wash”, to work exceptionally well with the brand-name and reinforce the idea of exceptional service. The logo was formulated comprising of a wordmark and symbol – derived from the fusion of a cloth hanger abstractly combined with what resembles a genie’s ponytail. Blue and green serve as the primary brand colours – infusing a sense of effervescence into the brand.


The Clean Genie brand identity was very well received by the client team and made a definitive impact with customers upon launch. We believe all three elements of the brand identity – name, tagline and logo – are not only distinct and impactful, but also work well together in synchronized fashion.