Clean from the inside out

Claro Carwash

↳Brand strategy

Is washing your car only about having a shiny vehicle? Or is there more to it? Claro is a brand new carwash brand. Planning to reshape the carwash industry with hospitality at the core. As project and strategy lead I was responsible for creating the brand strategy and incorporating it in the new visual identity and brand voice. The strategy was sparked by an insight provided by one of Claro's employees: ‘The outside of your car is just for show. The mess on the inside is the reason you come here.’ This resulted in Claro’s new positioning ‘Clean from the inside out’. Making a clean car all about feeling great inside of it. A strategy built around emotion, not just function. Setting it apart from traditional competitors.

I also created the brand’s new name: Claro. Derived from the Spanish word for ‘okay’ and ‘clear’. Providing a global name that feels easy and worry-free from the get-go. Claro is now ready to become the biggest and most lovable carwash brand in Europe. Rebranding one existing carwash at a time.

Brand strategist: Anna van den Bijgaart
Design director: Wouter van Faassen
Art director: Ashley Deckers
Visual designer: Gökhan Kaman
Visual designer: Björn van Ginkel
Motion designer: Rogier Knoops
Copywriter: Jocelyn van Alphen