In 2009, 24 Pesula (then known as Pesukatti) had a successful service but lacked a scalable blueprint. With only two locations in Kokkola and Tampere, the challenge was to transform a local success story into a nationwide brand. The starting point wasn't just a logo change; it was a complete rethink of how a self-service laundry should exist in the modern world.
The primary objective was growth. The target was to move from 2 to 10 locations in a decade—a goal that we have since seen far surpassed. We aimed to standardize the laundry layout to maximize machine capacity in minimal space and, crucially, to redefine the "where" and "how" of the service to reach the right target groups.
We didn't just design a brand; we designed a business model. We advised a radical shift in location strategy: moving laundries from isolated spots to high-traffic shopping malls. By placing the service where people already spend time, we removed the friction of "going to the laundry." We developed 3D spatial models to ensure the concept was repeatable and efficient, creating a visual identity and interior logic that could be "stamped" onto any new location. This included a new name and a modular graphic system designed for everything from window tapes to neon signs.
Good design in the concept phase acts as a foundation for decades of growth. By solving the spatial and strategic challenges in 2009, we ensured the brand was ready for 2026.
The impact of this conceptual work is visible today. 24 Pesula has grown from 2 laundries to 70 locations across Finland and has successfully expanded into the UK. What started as a local project in Kokkola has become the market leader, proving that when design is used to solve technical and logistical hurdles, the potential for scale is limitless.
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