Reimagining an everyday ritual

Waschies built its reputation in Germany with a simple idea. Skincare can be effective, sustainable, and effortless. Known for its reusable cleansing pads that remove makeup using only water, the brand developed a loyal following for its thoughtful approach to everyday care.
As Waschies prepared to expand internationally, the brand needed an identity that could evolve with it. The existing aesthetic leaned toward a mass market, commercial look and feel and no longer reflected the more editorial and sophisticated brand the company was becoming.
We partnered with Waschies to reimagine the brand for its next chapter, transforming every touchpoint from identity and packaging to digital and campaign direction in preparation for its global launch. Our goal was to shift Waschies from a product focused brand to one centered on elevated moments of everyday self care.
The new direction embraces softness, simplicity, and a sense of natural luxury. Inspired by water and the tactile experience of skincare, the visual language balances refinement with approachability.
A cohesive refreshed identity system was developed across packaging, photography, and digital to ensure the brand could live comfortably across both premium beauty retailers and everyday pharmacies. A unified brand experience across all touchpoints.
The result is a modern expression of the Waschies promise. Thoughtful design that elevates daily routines while staying accessible to a broad audience.
Photography, typography, and material choices work together to express softness, quality, and the simplicity of the Waschies ritual.
The new brand recently launched in Germany and is preparing to expand across the United Kingdom and North America. Early response has been extremely positive, with strong adoption of the refreshed direction across packaging, digital platforms, and marketing channels.
The rebrand positions Waschies for its next phase of international growth while strengthening its identity as a premium yet approachable personal care brand.