When Avatti was tasked with creating a new logo and name for a new product offering at a local car wash, we jumped at the opportunity. Things within the automotive space are always fun to work on. There's such an energetic vibe with everything motorized and provides many opportunities to explore themes and modalities that other industries just don't allow for. 
Suds Full Service Car Wash has been the premiere provider of clean cars in Regina for the past 20 years. With a unique approach to tunnel wash service, and their own unique line of cleaning products being used in the tunnel and in the interior detailing bays, Suds is uniquely positioned within the market. 
Owner & Founder Kirby Kazeil came up with a new idea for a new tunnel wash product that was light years ahead of their current best offerings, and had been ironing out the details of the new wash for about a year when he first approached us with this project. 
The new wash added a layer of graphene-infusion to the tunnel wash process. This advancement was going to make the washes last longer and protect the vehicles that got them for longer by using graphene-based cleaners and clear coats. 
Over the next few months we went through a few different names, some of which were great, and some of which were not so great, and ultimately wound up going with the very first idea we had come up with at the very beginning. The Diamond Shield Wash.
The biggest challenge in the logo design process was coming up with a logo that looked like it was part of the family of products that already existed, while still adding an evolutionary leap forward in overall design aesthetic. 
The direction we wound up going marries those two themes beautifully. 
The project included Logo Design, Naming, Print Design, and Apparel Design, with a few Social Media designs and website designs thrown in for good measure. 

Project Status

Launched 2023

The Team

Daniel Schmidt Senior Creative Director / Lead DesignerCarly MarcilCreative Support / Strategist