DR CLEAN

cleaning industry branding


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Dr. Clean is a Swiss B2B cleaning company that approached me to develop their branding, visual identity, and website design. The project was highly conceptual and went through several iterations to capture the right tone and essence. We began by defining the company’s core values, luxury, trust, and sustainability. Dr. Clean produces its own sustainable cleaning products, so it was essential that the branding reflected both quality and responsibility.

The process started with typography and brand voice. We focused on creating a clean, modern, and distinctly Swiss aesthetic, using Swiss typography and grid systems as the foundation for all graphical elements. For the logo, the client wanted something simple and direct. I used a bold, legible sans-serif font to establish a confident and trustworthy presence. The most important visual element became the iconography, a series of geometric shapes representing bubbles. These forms made the branding flexible and dynamic, adaptable to different contexts while maintaining a consistent, minimal feel.

To emphasize Swiss trust and craftsmanship, a Swiss flag element was subtly incorporated into the logo. The color palette was carefully chosen to evoke cleanliness, elegance, and the refined character expected from a premium cleaning company. Overall, this project combined conceptual thinking, Swiss design principles, and a focus on sustainability to create a cohesive and memorable brand identity.