Mr Wash
We wash you a nice day.
+ The Task
Mr. Wash operates more than 30 car wash facilities across Germany – including the world’s largest car wash in Stuttgart. Those who visit Mr. Wash leave with a clean car and a lighter heart. But while this emotional connection had long been part of the experience, the brand appearance failed to reflect it.
+ INSIGHT +
"Cheerfulness" has always been at the emotional core of Mr. Wash.
Based on interviews with customers, conversations with employees, and on-site analysis of the actual user experience, we identified what truly defines Mr. Wash: more than clean cars – it’s a sense of ease, dependability, and a small everyday moment that simply goes better than expected. The claim “We wash you a nice day.” sums up this attitude and became the creative foundation for the new brand identity.
The Mr. Wash logo originated in the superhero era of the 1960s. We retained its iconic shape, refined the typography, and transformed the old puddle into a distinctive droplet. The logo kept its approachable character while becoming more adaptable across media – supported by a powerful super sign.
The new Mr. Wash typography covers the full range from information to emotion: Bankside Variable ensures functionality and orientation, while Moranda brings emotional expression. This combination allows for both intuitive information delivery and distinctive brand communication.
Mr. Wash had always been colorful – but lacked a visual system. We developed a primary color palette that feels emotional while ensuring recognition and clarity. The red-and-yellow combination, unique within the industry, was preserved and strengthened.
+ Clarity and Conversion +
Boost mood and sales with color.
The moment of decision: Which program to choose? The new pricing board translates complex offerings into a modular, responsive layout – clearly structured, color-coded, and designed to support intuitive decisions. The color logic continues across the wayfinding system, helping customers move through the facility with ease.
With a clear self-image, a modernized logo, and a coherent system for typography and color, Mr. Wash becomes the brand it was always meant to be.
