Conviure Net — A fair and solidary laundromat
Conviure Net (trad. Live Clean) is a solidarity laundromat located in Barcelona. It is an inclusive business open to the general public that uses the profits obtained from the self-service laundry service to do the laundry for vulnerable groups such as the homeless. An innovative, transformative, profitable, self-sustainable and altruistic business. Thanks to its high profitability, where 70% of the profits go to social aid, it is able to offer this service to those who need it most. Among the most vulnerable groups targeted are mainly homeless people, elderly people with reduced mobility and women in social exclusion. For these groups, washing clothes and their belongings is a luxury that they cannot afford on a daily basis due to their life, economic and/or mobility situation. In most cases, hygiene is an overexertion that is quickly relegated to the background in their daily lives. One of the main objectives is to promote hygiene as a universal right for health, well-being and human relations. By eliminating stains, prejudices and stigmas are eradicated. Conviure Net was looking to create a recognizable and identifiable visual identity for the business, but without losing simplicity. One of the most important aspects to consider was the revindication of cleanliness as a universal right. Conviure Net did not intend to be considered as an NGO, but as a social and profitable company. For this reason, Franklin Gothic was chosen as the corporate typography and it will be one of the main elements on which the whole brand will focus. Franklin Gothic is a typeface associated with social movements and historical protests*, such as the famous "War is over" poster by John Lennon and Yoko Ono in 1969. This is combined with the usage of a contrast layout with concise and direct quotes, a reduced and recognizable chromatic palette along with the use of simple and enjoyable icons as symbols that accompanied the logotype, to create contrast and recognition for the brand. A solidary, fair and inclusive laundromat.
