SELECTED WORK · 05

DR.BLU

Brand identity redesign, fleet livery, and digital ordering touchpoints for Bandung's pioneering mobile carwash service created for busy young families.

CLIENT DR.BLU CARWASH

DISCIPLINE IDENTITY / PRINTED / DIGITAL

SECTOR AUTOMOTIVE

LOCATION BANDUNG, ID · 2019

The new visual directions really follow after the discovery sessions summary

Logo Redesign

The goal is to look more casual and modern because they bring a fresh concept to consumers and they are unable to show it with their old identity which looks as same as many delivery service and their color is more masculine.

Color Picks

They need a much fresher color, bold but also less intimidating considering the result of washing the car should have a fresh feel

STRATEGIC RATIONALE BRAND IDENTITY REDESIGN

“A fresh concept demands an identity that feels casual and modern. By replacing the masculine courier mascot with pure geometry and lively chemistry, car cleaning transforms into an approachable lifestyle habit.”

dr.blu Hero Delivery Fleet Scooter with Custom Deck Water Tank

dr.blu Hanging Car Scent Die-Cut Air Freshener

dr.blu Transit Station Metro Staircase Campaign Billboard

dr.blu Printed Detailing Service Rate Card and Studio Collateral

NEXT CASE STUDY 01 · OVENLY BAKERY →

DR.BLU · CASUAL ON DEMAND CARWASH

Updating the automotive identity to be casual, friendly, and accessible for modern urban families.

Client dr.blu Delivery Carwash

Headquarters Bandung, West Java, ID

Scope Brand Identity, Printed, Digital

Year 2019

01 · Discovery & Purpose

dr.blu is an on demand carwash service based in Bandung, Indonesia. With a vision to become the first mobile carwash delivery in Indonesia, the core purpose is simple: change people's habits to wash cars anywhere. The primary audience consists of busy working couples and young families with a casual lifestyle who need convenience in car cleaning without sacrificing family time.

Guided by the official tagline #dicuciin #dimanaaja, the service is built upon three straightforward messaging pillars: easy to use with just chat and go, washing anywhere across home, office, basement, or coffee shop, and product quality matching your favourite carwash.

02 · The Redesign Imperative

The previous identity relied on a conventional courier mascot riding a delivery scooter paired with aggressive racing lettering. This aesthetic looked identical to common parcel couriers and projected a rigid, masculine tone that clashed with the fresh, approachable concept dr.blu brings to everyday consumers.

Aria Muhammad redesigned the visual system to feel casual, friendly, and modern. The new mark unites friendly geometric lowercase typography with an ascending three bubble cluster that directly communicates cleaning chemistry and freshness.

03 · Palette & Touchpoints

To create a fresh feel that is bold yet approachable, the color system pairs Electric Cyan (#00AEEF) with Lemon Yellow (#FAED00) and Pure White. The palette removes intimidation while maintaining high street visibility across Bandung's traffic.

The identity system deploys across physical scooter delivery boxes, custom footwell water tanks, car care chemistry bottles, die cut hanging air fresheners, printed service rate cards, and an intuitive mobile ordering interface.