Luua side sihtrühmaga
Strengthen the emotional connection with target audiences, particularly younger customers.
Jazz Pesulad brand strategy
A proper car wash! 🚗✨
Our input
Brand Strategy™ / Business innovation / Visual identity / Advertising campaign / Rebranding
Client
Jazz Pesulad
Jazz Car Wash is Estonia’s only company dedicated exclusively to car wash services, offering high-quality and fast service at 36 locations nationwide. Every day, over 12,000 cars are served. Despite its reputation as a reliable service provider, Jazz Car Washes faced a challenge: its brand was not resonating with younger consumers, customer loyalty was waning, and the company lacked a clear competitive advantage.
The hardworking team at Jazz Pesulad had been managing their marketing internally for years. It was inspiring to see how, over their long history, they had built a solid foundation for various campaigns and initiatives. However, while the marketing efforts were consistent, they needed a refresh and a more strategic direction.
The brand needed an update to:
Tõsta esile ettevõtte pühendumust
Highlight the company’s commitment to quality and innovation.
Luua eristuv ja kaasaegne identiteet
Create a distinctive and modern identity to enhance the brand’s reputation and visibility.
The cornerstone of creating a brand strategy is bringing the company’s key decision-makers together to ensure aligned goals and focus. Additionally, the team’s in-depth business knowledge became a vital resource during this process.
Together with Jazz Pesulad’s team, we mapped out the company’s market position, target audiences, and needs. We created ideal customer and employee personas and defined a brand archetype to strengthen emotional resonance with their audience. The brand’s tone of voice was adjusted to align with the updated narrative and meet customer expectations.The brand strategy provided Jazz with clarity on:
- The essence of their brand
- Their key areas of focus
- Primary target audiences
- Millised on prioriteetsed müügitulu ja teadlikkuse kanalid
Visual identity refresh
We updated Jazz Pesulad’s visual identity, making subtle yet impactful changes to their logo, refreshing the color palette, and refining typography. The result was a cohesive and recognizable design language that reflects cleanliness, quality, and professionalism.
Marketing and communication
We revamped all of Jazz Pesulad’s marketing materials and campaigns, ensuring brand consistency across all channels. Additionally, we continue to provide monthly support for their marketing efforts to maintain the brand’s visibility and appeal.
The new blue gradient and soap bubble motifs create a clear connection to Jazz Pesulad’s services, adding uniqueness and recognizability while retaining the trustworthiness the brand is known for.
What did the client say?
Häk was like a breath of fresh air for our brand! Their creativity, determination, and ability to bring our vision to life were impressive.
“The brand strategy process was like holding up a mirror—it showed us who we are and where we want to go. It helped us identify pain points and uncover hidden strengths. The greatest value was realizing the importance of a unified brand language—our nationwide presence sets the bar high.”
The most exciting part was the joint discovery journey, during which we mapped out the differences between our ideal customer and casual client. Together, we developed strategies to convert casual clients into loyal ones. While the journey is just beginning, each day is filled with new lessons and progress, bringing us closer to our goal. This process was inspiring and energizing!
We’ve noticed that the new visual identity and Q-Card packages (Standard, Smart, and Super +) have added freshness and vitality to the product—something our customers truly appreciate.
Word-of-mouth marketing has been our greatest asset—positive customer experiences continue to bring in new interest. The visual clarity and professional aesthetics created with Häk have helped our product stand out. We can see clearly that we’re on the right track!
Häk was like a breath of fresh air for our brand! Their creativity, determination, and ability to bring our vision to life were impressive. They not only helped us organize our ideas but also made them a reality. So, if you’re looking for a partner who thinks big and delivers even bigger results, häk is the one to call! 😊”
Results
The result is increased brand recognition for Jazz Pesulad and greater engagement from a younger target audience. The refreshed visual identity resonates with younger consumers while remaining recognizable. The visuals are clearer and easier to read.
300
Growth in Jazz Q-card orders.
The number of customer card sign-ups is on an upward trend. Additionally, competitive advantages are now more clearly highlighted. Jazz once again stands out from competitors, reinforcing its position as an innovative and reliable service provider. As the client put it, we were a fresh breeze for their brand!