The ‘Catfish’ brand and corporate identity were an intricate part of my master thesis, a Sustainable Product Service System for the domestic cleaning of coarsely stained clothing.
The corporate identity was developed to conceptualise the service and the various customer touch points. Catfish operates on the consumer market with the focus on professional customers, households of construction workers, agriculturists and horticulturists. Therefore the brand had to appeal to a professional, mainly male audience but also match with the softer domestic atmosphere of laundry.
Furthermore it had to look trustworthy and eco-friendly because of a sustainable business model. The logo design proved to be a delicate balancing exercise.
