Turning a chore into fun

Changing perspectives

Many Filipinos look at laundry as a chore. They saw it as a necessary work that is neither pleasing nor gratifying. And while Quicklean wanted to change that association, it didn’t help that their industrial washers looked complicated to operate. With these challenges, we helped them find a way to change how people saw laundry—showing how a chore can actually be fun.

Challenging the norm

We went back to our first encounter with laundry and came up with the idea of seeing the washing process through “the eyes of a child”.

From here we mapped out a store experience that is both fun and informative. We made use of infographics, sticker decals and soap sud-like diffused lights to guide people and make the machines look less intimidating. We also chose the colors purple and orange to make the store stand out in saturated urban areas.

From laundry to community

Since its launch in 2016, Quicklean rapidly gained popularity and now has over 100 stores in the country. It also won the Best Booth award for the 2016 Franchise Expo and has since been attracting a lot of customers and potential investors who thought Quicklean was an international brand.

Relationships were also deepened in their stores where parents tutor their kids, students take time off schoolworks and families bond with each other while waiting for their laundry. Far from being a chore, Quicklean is now associated as a place to unwind and destress from the daily grind of life.