Frais

If the Colporteur brand is a success, it is mainly aimed at men with a rather premium brand identity.

It is thus with a first objective to extend its target and to address families that a new brand of dry cleaner was to be created in Paris. In this approach, it was necessary to assert itself as a neighborhood merchant by promoting exchange and proximity. At the same time, the desire was to promote an eco-responsible approach within a particularly polluting and water-hungry industry. Consuming harmful substances such as perchloroethylene used for dry cleaning, it is now seeing new players impose themselves with this desire to do better.

In its independent, high-tech laundry workshop, our client uses its technical expertise and know-how to address these issues: techniques that avoid dry cleaning and the development of environmentally friendly products that are not harmful to the skin. Instead of leaving these issues to the workshop, it was time to assert this posture as part of the brand identity and not as a simple element of reassurance.

In the collective imagination, laundry and washing clothes transport us to the South of France with its white cloths drying in the wind, its old-fashioned laundries, its fresh rivers, its smell of lavender or Marseille soap…

A very coded universe that has been reused for the FRAIS brand environment. The name itself evokes this universe by placing FRAIS in a strong emotional and sensory territory: olfactory with the idea of clean linen or even the idea of touch with the idea of freshness. The typography used for the logo was chosen for its linear geometric characteristics with subtly rounded corners. A balance reinforced by an airy lettering that highlights the word «Fresh» inspiring freshness and modernity.

Inspired by a sprig of lavender and an olive leaf, the typographic logotype is accompanied by a signature monogram that illustrates the spirit of the brand by echoing the principles of its concept: freshness, the connotation of water in motion, the scents of Provence. A graphic element also used as a brand sign in the store.

The FRAIS laundry workshop uses state-of-the-art techniques, with very modern machinery and production equipment.

This industrial atmosphere is usually found in dry cleaners, but with an image to dust off. The sliding racks are overflowing with clothes, the machines in the back are often visually overwhelming and overwhelming: one feels oppressed by this noisy visual world. At FRAIS, clothes are not washed on site, yet it seemed beneficial to evoke this technical aspect – synonymous with expertise – in the store. Instead of bringing in the technicality through the accumulation of machinery, only a simple and slim steel tubular was chosen.

Self-supporting, this stainless steel closet system is reminiscent of factory pipes and allows clothes to be hung. The clean linen is always placed in a FRESH cover, again to avoid creating a visual overload. An essential element of the dry cleaner, the closet has been purified and simplified to avoid blurring the markers of naturalness.