The Central Laundry in Zurich thrives on the diversity of its people and the individuality of their forms of expression. A place like this cannot be ‘branded’ in the traditional sense without risking the very openness and spontaneity that define it.
This is precisely where the rebranding comes in. Rather than seeking to control diversity and visual chaos, the new design system creates an open, flexible and participatory platform on which these distinctive qualities can be celebrated. Built on a clean, minimalist foundation, the system allows for variation and interaction through the community and event organisers. Tape, stickers, typography and a striking super-symbol bring together individual forms of expression to create a recognisable identity.
The result is a visual identity that is not imposed on the venue, but grows alongside it.