Pinguim is a new self-service laundry, located in Porto, Portugal. The goal for this new identity is to place this service’s shop in a prominent position in the market and services that surround it. Therefore, a high quality and clean typographic style logo was in order. The color palette further enforces a purist attitude and distinguishes the brand from others. All elements were thought of as parts of a process capable of offering customers a unique and better experience.