A pro bono rebrand for a Dubai laundry that dared to write a letter to its neighborhood instead of running an ad. The apostrophe in the logo is shaped like a leaf. Nothing about this project was accidental.
We're Amir's Laundry, and we want to share something that's been on our minds. You know those plastic bags your clothes come back in? We hand out thousands every month, watch you toss them in the bin, and honestly, it's been bothering us. Back in Pakistan, we saw where those bags end up — floating in rivers, stuck in trees, covering streets. They never really go away.
We came to Dubai to build something better, not to keep making the same mess.
Washable, reusable, returnable.
Protect your clothes just as well.
Still available if you prefer.
Fee supports UAE's plastic reduction goals.
Your choice. The sustainable option costs you nothing.
With respect, The team at Amir's Laundry Let's clean without leaving a mess.Most sustainability campaigns guilt. They show the ocean dying, the forest burning, the polar bear stranded. They make people feel bad and then move on. Komorebi chose a different way.
The entire Amir's Laundry rebrand was built on one insight: the sustainable option should cost nothing and feel like the obvious choice. Cotton bags: free. Plastic: 1 AED. The economics of behavior change, designed into the system.
And instead of a campaign — a letter. Personal. Honest. Written from a Pakistani immigrant family to their Dubai neighborhood. No greenwashing. No preaching. Just a real person sharing a real concern, and offering a real choice.
Komorebi designed the visual language knowing it had to scale — from door hanger to community campaign to chemical-free service launch to a full movement identity. Every design decision was made with that arc in mind.
The pastel palette was a deliberate break from the eco-design cliché. No harsh greens. No guilt imagery. Dusty rose, warm sage, cream, charcoal — the palette of something handmade, intimate, trustworthy. The typography: hand-crafted but legible. The layout: a letter, not a leaflet.
And the apostrophe — that small mark in Amir's name — shaped like a leaf. A design decision so quiet you might miss it. Which is exactly the point.
Every other eco-brand in Dubai uses green. Komorebi deliberately went elsewhere — into pastels, warmth, and the aesthetics of handcrafted care. The result is a brand that feels unlike any laundry service in the UAE.
This project was never just a door hanger. It was the foundation of a visual system — a language designed to expand through four phases of brand transformation.
The apostrophe in Amir's — shaped like a leaf. Small enough to feel accidental. Deliberate enough to mean everything.
Full brand identity and strategy — positioning Amir's as a community-first, sustainability-conscious laundry in a market saturated with transactional services.
The hero deliverable — the letter to neighbors. Designed to hold a complete story, a pricing table, and a call to action without feeling cramped. Something you keep.
The full letter system — the door hanger delivered as a sealed envelope, with a separate fold-out pricing card. A physical piece of communication that feels personal.
Visual identity for the reusable cotton bag delivery system — the physical object that is the behavior change. Designed to be beautiful enough to use beyond laundry day.
Full moodboard rooted in Middle Eastern textile tradition — Al Fahidi, Persian markets, Arabic script, linen bags. A brand that honoured its cultural home.
This is Komorebi's design philosophy in a single mark. Purpose embedded so deeply into craft that it becomes invisible. You're not reading a message about sustainability — you're experiencing one.
The door hanger succeeds if a passerby understands the new pricing in five seconds. The brand succeeds if someone keeps the door hanger on their fridge. The movement succeeds if the cotton bag becomes the obvious choice — not because it was marketed, but because it was designed that way.
This is what behavior change design looks like. Not a slogan. A system. Not a campaign. A choice architecture.
The Amir's Laundry rebrand is Pro Bono — selected not for a fee but for its story. Komorebi takes on pro bono work when the project earns it: when there is genuine behavior change at stake, when the community is the client, and when the design work is a form of systems thinking rather than decoration. This is all three.
The brief we wrote to ourselves before designing a single element. It guided every decision: the letter format, the pastel palette, the apostrophe leaf, the cotton bag that costs nothing.
Amir's Laundry came to Dubai to build something better. Komorebi came to help them say so — in the most human way possible. On a door hanger. In a neighborhood. In a letter written to neighbors, not to the market.
Clean clothes. Clean conscience. Clean change.