The Riddle

Mr. Nilesh Bhoir approached Tiepograph with a renaming request. Wasshential, the previous name of his express laundry service faced trademark challenges and was difficult to pronounce.

The Muse

It was evident that their urban consumers, franchise owners, and staff members needed a short, memorable name, while our analysis hinted at the need for a clutter-breaking name.

The Naming Insight

Stepping away from the “wash” and “clean” references in every other brand in the category, we delivered Clezo. This short, modern, and neutral name was easy to pronounce across accents and, most importantly, supported the scale that Mr Bhoir envisioned.

The Unveil

Today, Clezo is an established express laundry service provider across Thane and Pune, and is gearing to expand across even more cities.