Same name. A new chapter.
A familiar name.A clearer identity.
A fresh expression for an established laundry and dry-cleaning business.
Explore the rebrand
The starting point
A family business.
A new chapter.
As Portughes passed from father to son, the business needed a refreshed identity that could carry its familiar name forward.
The brief extended beyond a logo. Shopfronts, collection vans, stationery and packaging all needed to feel like parts of the same business.
The approach preserved the established red and grey, while simplifying the mark and creating a more consistent visual language.
The identity
Keep the recognition.
Clarify the expression.
A bold P brings the hanger into the heart of the symbol. A cleaner wordmark gives the name room to read.
A recognisable colour
Red remains the connecting thread, supported by grey and generous white space.
A more compact mark
The initial and the hanger share one form, giving the identity a clear focal point.
Room to work
The same visual elements adapt from a small printed item to a shopfront or the side of a van.
Out on the road
Recognition.
On the move.
The vehicle becomes a moving expression of the brand: a large symbol, a clear name and a focused contact message.
Vehicle artwork was prepared with print-production guidance from Impressions Malta.
At the shopfront
One business.
A consistent presence.
The identity carries into the facade, bringing the name, service information and delivery message into a shared visual system.
The smaller details
Part of
the everyday.
The same identity follows the customer home, through detergent packaging and garment covers. Each application keeps the mark and colour working together.
Applications from the original project archive.
Beyond the launch
A change that
stayed with the brand.
The logo and van designs remain in use today.
This case study brings together the original rebrand. Some other products and collateral may have evolved since, but the identity and vehicle work remain part of the business’s visible presence.
Designed by Jean Vella before Scalepraktis.