Giving A National Brand A Fresh Look
ZIPS Cleaners, formerly known as ZIPS Dry Cleaners, started in 2002 when eight of the Baltimore/Washington, D.C. area’s most prominent independent operators united with one goal in mind—to revolutionize the garment care business. Their mission was to deliver a superior service in a shorter, guaranteed time at a significantly lower cost, which they continue to incorporate in their service offerings today.
Challenge: First Refresh In 20 Years
Fast forward to 2022, and ZIPS found it needed a brand refresh for the first time. The company wanted to drive home the message that despite the pandemic having influenced what people were wearing, doing, and needing cleaned, ZIPS was ready and able to handle the task. What’s more, in addition to updating 70 stores across the country, they were also looking to add six new storefronts at the same time. Offering additional services like Wash N Fold and pickup/delivery, the chain wanted to reposition itself as more than just a dry cleaner and also open more stores nationwide by attracting qualified, motivated franchise partners. In doing so, it sought to modernize and freshen up the look of its storefronts and messaging to clearly and consistently communicate its strong position to consumers and businesses.
“We needed a strategic partner that could work quickly to update and implement a brand refresh across the country and felt Strategic Factory was the only partner for the job”
– Brooks Walter, Director of Marketing – ZIPS Cleaners
Process & Solution: One Place To Do It All
Previously, ZIPS had multiple vendors for different needs and found that projects were complicated to complete, especially with stores located across the country. With a brand refresh on the horizon, the company knew it needed to work with a trusted partner who could manage projects nationwide. ZIPS required a company that was efficient, detail-oriented, and would be the only resource it needed to get everything completed.
The first phase of the rollout included updating the exterior marquee signage at half of the existing locations. In addition to the signage, the rollout of the brand refresh included uniforms for team members and print and marketing collateral. ZIPS manages these materials through an online company store, created to give all stores 24/7 access to its inventory of items and the ability to put in requests with ease. Moving into the next phase, ZIPS is now updating the exterior storefront and store interior at all locations. The exterior features a new ZIPS logo, clearer messaging, and cleaner window signage. The interior includes a more modern, industrial look and feel.
ZIPS continues to develop additional projects as the process rolls out. With all locations slated to be updated by September, one such project is a marketing campaign to showcase the new customer experience. ZIPS looks forward to a continued partnership for further assistance with brand management and to rely on a single resource for all things print, signage, branding, and marketing.
