Swishy Clean

Swishy Clean is a 24-hour dry cleaning service based in Byron Bay, run by a crew of backpackers with a refreshing approach to getting things clean. Deliveries arrive in an old Mr Whippy ice cream van, complete with its own unmistakable 'Swishy Clean' musical jingle, making the service as memorable as the brand itself.

Cassie was engaged to develop the brand identity, including naming the business and creating a look that captured the independent, creative spirit of Byron Bay and the personality of the people behind the business.

The concept began by imagining how a group of backpackers might have built a brand themselves. Paint it. Cut it out. Make it by hand. Have some fun with it.

The eco-conscious positioning reflects the Byron Bay audience and lifestyle, with visual cues around clean water, clean air, nature and the ocean reinforcing a cleaner way of doing business.

The identity embraces a handcrafted aesthetic, combining cut-paper illustrations, expressive typography and a colour palette inspired by the original Mr Whippy vans and Byron Bay's eclectic coastal culture. The result was a brand that felt fun, approachable and a little unconventional, while giving the business a recognisable visual identity.

The project included:

Naming, tagline and brand messaging
Cassie developed the name Swishy Clean, giving the business a memorable identity with a distinctly playful personality. 'Yipee! It's clean.' became the tagline, paired with the straightforward descriptor 'Dry Cleaning. Delivered.' to communicate the service with clarity.

Brand identity and visual direction
A complete visual identity built around a handcrafted aesthetic, bringing together typography, colour and illustration to create a cohesive look that reflected the character of the business.

Illustration and brand assets
A collection of cut-paper style illustrations featuring references to clean water, fresh air, nature and the ocean. These elements reinforced the brand's eco-conscious positioning while adding personality and visual interest.

Brand jingle
Inspired by the familiar musical association of the Mr Whippy van, Cassie developed a simple brand jingle to complement the identity and make the delivery experience part of the brand itself.