Mobile Branding
Ef Laundry
It’s laundry, wash and fold, on wheels! Ef Laundry carries the brash Manhattanite attitude to ‘fuck laundry,’ who wants to do laundry anyway? The mobile service works via an online platform where members can customize how they’d like their laundry done, pay per load and also request dry cleaning; all possible by registering as a member online at http://www.ef-laundry.com/
The service can be managed on the site, thereby allowing customers to manage laundry pick-up and delivery times. With a $15 flat rate for each load, Ef Laundry exclusively accepts their 20lb laundry bags, which are provided upon registration. The service is receptive to individual requests, such that if you’d like to use your own detergent, Ef Laundry will adhere to your specific instructions.
The use of cargo bikes speaks to the brand’s effort in elevating green powered mobility, that is, human powered transportation. As the brand embarks on a relatively new business venture in NYC, the brand personality sure seems to resonate with the city-dwellers of Manhattan, expressing a bit of humor through vulgarity. The box-like cargo compartment makes this brand every-so local and personable to the public, thus, reinventing urban laundry service as being convenient and customizable to one’s needs.
by Lynn Esther
