Ocean Dry Cleaning is a small family owned dry cleaning shop in San Francisco, California. They needed a new identity to promote their service. As a research showed, there are few things that produce the most common and stubborn stains. The idea was to reverse the associations that people have between certain words and their color. It was achieved by using typography as a medium, but with no color. By literally making the words colorless, the card alludes to what happens as a result of the service. To execute the idea, blind deboss was used as a technique.
