Established in 2003, Colorwash is Singapore's first professional cleaner of designer bags and shoes, an unheard-of service then. Since, it has cultivated a fierce following and expanded overseas, even as imitators continue to enter the market.
Fast forward 15 years. This rebranding project helps Colorwash defend its position and stay ahead of the curve. By not reacting to trends, but by making things “personal”. Drawing inspiration from the founder’s childhood memories and what made her start this journey in the first place, it pivots its narrative from the external to the internal, shifting away from promoting cleanliness and appearances to celebrating personal health and wellness. From a revitalised positioning and purpose to fresh identity and expressions, it helps the founder reconnect with and realise her childhood dream, which is to help customers add life to their life.