The drycleaning industry is largely unexplored at standard quality at both lower-middle and lower class in many parts of West Africa. Making ends meet is priority to these class of people hence drycleaning is regarded a luxury. An ISO Certified luxury drycleaning firm in West Africa, Lagos, Nigeria, had a big ambition - to create quality experiences that can be afforded by all these socio-economic groups, explore the financial opportunity available in numbers, and expand across africa. This had to be done without compromising Its own brand integrity, hence it came up with the idea of establishing a number of entirely new brands. CREATING THE BRAND In actualisation, alongside four other new brands, I developed a visual identity system for Expresso Drycleaners, I was also in charge of art direction, marketing design and later visual project management during the establishment of the brand. Expresso drycleaners major selling points are reduced price (One price), and Express speed (which is how the brand got its name). The brand would begin into the rest of West Africa from Lagos, Nigeria. Lagos with it’s teeming population, is unmistakably characterised by its pace, its heat, the excitement that colors it all day, it vibrance, and of course its signature vehicular yellow and black. Hence inspiration for the brands visual identity was easily drawn from this place. QUALITY The expression, born from the Expresso Mark, has been designed to showcase its products, tell stories and offer information. The expression effortlessly reflects what the company truly represents. The feeling of excitement and quality comes from a design system which visualises what targeted consumers really want and reduces unnecessary friction.