Block reveals a gleaming new brand image for The Wash Factory

Block has unveiled a new brand identity for The Wash Factory (TWF). TWF are attempting to inject some fun into the routine of car maintenance.

Australians, for all their love of cars, haven’t always been the best at upkeep. And who could fault them? The choice has been stark: high-end, costly detailers serving lacklustre coffee and taking hours, or the dreaded automatic drive-throughs that seem to assault the vehicle more than cleanse it, jeopardising paintwork and wingmirrors in the process.

Neil Fox, CEO of TWF, said: “We see the world of automated car washing as ripe for disruption. And our new branding, developed in collaboration with Block, is about much more than a fresh look. It’s about creating a connection, a brand that stands out like the proverbials, with an endearing personality that our customers will love and remember.”

The rebranding initiative introduces a vibrant and distinctive visual identity that cuts through the suburban sprawl. It’s a visual declaration of war against grime, promising not just cleanliness but also vehicle protection with TWF’s advanced ‘laser’ wash technology.

Mark Braddock, Chief Creative Strategist at Block, said: “In essence, TWF is waging a war against grime on an industrial scale. Yet such a battle is no place for subtlety. Amidst the visual frenzy that characterises suburban commercial strips, flanked by fast-food outlets, auto parts vendors, and camping gear shops, TWF is designed to stand out. The newly minted TWF branding screams visibility; it’s distinctive, vibrant, bright, and fun.”

The rollout of TWF’s new brand identity is a statement of intent from a company not content to blend into the background but determined to lead.

The brand will roll out in test locations in WA and NSW over the coming months, with the aim to eventually have all the group’s various brands consolidated under the TWF moniker and look as additional sites are upgraded.