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©STUDIOHAZEY
© 2026 Studio Hazey | All Rights Reserved | Melbourne, Australia
Produced in 2022 @ Paloma Group
Credits
THE PROJECT
[ 01 ]
Laundry is one of the last domestic tasks that hasn't been disrupted. No app, no platform, no on-demand solution existed for it until Spinaway. An Australian service connecting people with local laundry providers for pickup, wash, fold, and delivery.
Build a brand as frictionless as the service itself.
THE CHALLENGE
[ 02 ]
The category didn't exist yet, which meant the brand had to do two things simultaneously, explain what Spinaway is and make people want it. In a space defined by mundane necessity, the design challenge was to make laundry feel like something you'd actually look forward to handing over.
Turn a chore into a choice. Make the invisible feel inevitable.
THE MASCOT
[ 03 ]
Every great consumer app has a character. Tumbles is Spinaway's, an expressive washing machine with a personality elastic enough to carry the full range of the brand's communication. Delighted when your order is placed. Impatient when it's running late. Triumphant when it arrives. Tumbles makes every touchpoint feel human.
Multiple expressions. One character. A personality that scales with the product.
VISUAL IDENTITY
[ 04 ]
The identity system was built around joy, not utility. Bubble Pink and Washer Blue as the palette anchors, warm and playful, distinct from every competitor in the category. The Gustavo Bold typeface carries the same energy as the mascot: bold, friendly, impossible to ignore. Every element was chosen to make laundry day feel like something worth celebrating.
A vibrant system designed to make the mundane feel magical.
UI DESIGN
[ 05 ]
The product experience was designed like a game, bright, rewarding, and surprisingly satisfying to move through. Animations, vibrant micro-interactions, and a reward system made the act of booking a laundry pickup feel like an achievement rather than an errand. Tumbles guided users through every step.
If you have to do laundry, you might as well enjoy the app.
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