Client Name: Washen Car Wash Scope of work: Naming & Brand Identity Development - 2024 Overview Washen, formerly Clean and Bright, is a Chicago car wash with over 20 years of family ownership. Under new management, Washen is rebranding to update its image and focus on customer experience. Belbrd is redesigning the brand to attract more customers, improve the car wash experience, and gain trust with younger audiences Challenge Under new ownership, Washen must update its long-established brand while honoring its 20-year legacy. In a competitive market, it faces the challenge of shaking the stereotype that it’s outdated and caters to older customers. To succeed, Washen needs to create a modern identity, adopt new technologies, and improve operations, while keeping loyal customers and attracting younger ones Solution Washen's rebranding includes a new logo, updated colors, and a simplified name to reflect its modern approach. With an improved loyalty program and a focus on customer experience, the goal is to enhance service. Combining innovative design with operational excellence, Washen aims to lead the Chicago market, attract younger customers, strengthen loyalty, and expand to other cities.