Retail branding and environment for American Carwash within the shopping centre, London
The Brief
To reposition American Carwash as a premium, revenue-generating retail offer — increasing customer spend, dwell time, and overall commercial performance.
The Solution
A full commercial and brand review was undertaken, assessing customer journey, product mix, pricing perception and service delivery. From this, a clear strategy was developed to strengthen how the brand communicates value, drives customer choice, and increases average transaction value.
The American Carwash brand was refined to create a more premium, retail-led visual language — designed not just to attract attention, but to convert passing traffic into paying customers.
Within both multi-storey and outdoor car park environments, we developed a design system focused on visibility, clarity and sales enablement. This included structured messaging to help staff confidently communicate service tiers, justify pricing, and actively upsell higher-value packages.
Operationally, enhancements such as improved lighting within work bays elevated both perceived quality and trust — directly supporting higher spend and repeat usage — while also improving staff performance and morale.
At fixed locations, new canopy structures increased presence, professionalism, and year-round trading capability, reinforcing the brand as a permanent, credible retail fixture.
The visual language was extended beyond core services into targeted retail promotions, enabling ongoing revenue activation rather than one-off transactions.
Following strong commercial performance at the launch site, the model has been rolled out across the other London locations — establishing a scalable framework for sustained revenue growth.
Skills: graphic design, photography, large format print management, photo retouching, story building
Software: Adobe Illustrator, Photoshop, Indesign
