CLEAN

Come Clean.

CLEAN is Hong Kong’s first sustainable Coffee & Laundry concept, offering an integrated space of sustainable coffee and 24-hour laundry services. The space aims to promote the importance of sustainability in society and the beauty of a paced lifestyle, where one can gather and exchange as a healthier and cleaner community.

House of Forme worked with CLEAN on their brand concept, identity design, collaterals development, brand environments and interior design of their first cafe in Hong Kong.

Create Your Own Formula.

Echoing CLEAN’s unconventional and playful brand personality, the visual identity takes inspiration from mundane systems and formulas we encounter in our daily lives and translating it into unique and engaging graphic systems.

Quirky reinterpretations of instruction icons can be seen across CLEAN’s brand touchpoints. From around the shop to the custom CLEAN logotype, brand collaterals and social presence. Encouraging one to find joy in the little things and to create their own fun formulas in life.

Bold, Playful, Modern, Systematic

The interior design of CLEAN is an extension of its quirky brand identity. A playful mix of pastel colours wraps the exterior, balanced with touches of stainless steel and natural greenery.

When entering the shop, a calmer palette can be found, guests are welcomed to sit cosily across the earthy PU leather banquettes or at the bar with custom checker tiles where they can appreciate the intricate hand drip. At the back, mint green laundry machines can be found, blending harmoniously with the terrazzo floors, light oak shelves and beige plaster walls.

Sustainability In The Small Things.

From the exceptionally energy-efficient coffee machine, to the plastic cup that is made from corn, we challenged ourselves to rethink what sustainability meant to us and how we can design cleaner spaces and production. Each touchpoint was precisely and intentionally designed to make CLEAN a more sustainable space. From the oilet paper made of bamboo to the business cards that are made from recycled paper cups to a digital-only menu and extremely water efficient washing machines.