Overview
Advanced Dishwashing Service is a family-owned repair company specializing in commercial dishwasher maintenance and repair for restaurants, bars, and catering kitchens. The company needed a bold, trustworthy brand identity that would speak directly to restaurant owners and kitchen managers — conveying reliability, speed, and professionalism.
Role
As the in-house Graphic Designer, I developed and implemented the full brand identity, including logo design, uniforms, vehicle graphics, service sheets, and digital promotions. I continue to support the business through visual communication, marketing assets, and evolving brand needs.
Design Solution
Design Solution
The identity is built around a clean, geometric monogram featuring a knife, fork, and cup — an instantly recognizable symbol that ties directly to food service without being overly complex. To meet the demands of restaurant settings and field work, the branding emphasizes:
Durability: A bold sans-serif logotype optimized for embroidery, decals, and signage
Versatility: A black-and-white color scheme that remains legible in low-light kitchens and outdoor environments
Clarity: Simple visual elements that communicate trust and professionalism
Scalability: Print and digital templates that adapt across uniforms, van wraps, invoices, and service tags
Outcome
The updated identity system has helped elevate the company's presentation in a competitive market. From walk-in kitchens to corporate accounts, restaurant clients now interact with a consistent, polished brand that reflects the high standards of service we deliver. The cohesive visuals have also improved credibility during cold calls, walk-ins, and online searches.
