Softwear - Laundry Capsules

Branding Project

Softwear is a high-tech laundry infrastructure designed specifically for the modern corporate ecosystem.

The Problem

The laundry category traditionally relies on values of emotion, softness, family and domesticity. This approach is alienated from the modern work environment and an audience seeking efficiency, functionality and minimalism.

The Solution

Creating a sentiment-free alternative. The brand neutralizes the domestic emotion and replaces it with values of precision and accuracy. The goal is to provide a solution for an audience seeking results, rather than emotiona, experiences, even when it comes to their personal laundry.

Target Audience

Corporate System Employees: Practical and efficient individuals who do not view laundry as an emotional experience, but as another task to be checked off.

The Vision

Implementing service points within office buildings. The laundry functions as a built-in infrastructure rather than an external business. The service integrates into the employee’s natural workflow: drop-off at the office entrance in the morning, collection upon exit. This effectively eliminates the background noise of daily chores.

Campaign

The strategy was to build a campaign promoting the concept that laundry should not be a domestic chore, but an office standard. The campaign is centered around the phrase: "Don’t bring your dirty laundry home." This serves as a reference to the idiomatic association of "dirty laundry" while providing a literal solution for a seamless work-life balance.

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I Am Shira Keinan