branding photoshoot for OZO2 eco dry cleaners in palm beach
“We want people to think of us as a SPA for CLOTHES, not as dry cleaners” says Irina with a smile about their business, OZO2 eco dry cleaner.
And their Palm Beach store has exactly that luxury vibe! It is not a place where you just run in to drop off your stuff to be cleaned. It is a place where you bring clothing you love, perhaps designer pieces, or items you have curated and collected over the years, to be cleaned and cared for. OZO2 cleaners Palm Beach location looks and feels like a boutique, and its owners are Irina and Jurate, two fashionistas with a sense of humor.
When the ladies approached me for a branding photoshoot, we talked about ideas for images, and most of the visualizing had already been done by the very creative Irina. Having worked in a marketing and modeling industry before, Irina knew exactly what kind of images would convey the message of their brand.
To demonstrate that an item of clothing receives personalized attention, and to illustrate the idea of laundering and what kind of clothing they can take care of, Irina suggested we pin a blouse or another fashionable piece of clothing to a rope/clothesline and Jurate and Irina would both hold it. Whimsical exaggeration at its best, I immediately loved the idea (and to this day wonder if I would have ever thought of it myself!) We recreated that image in several variations to make sure we got the winning shot which would then be published in this edition of Modern Luxury Palm Beach magazine.
While we were at it, we also captured some images of Jurate and Irina working side by side, choosing the best detergents and cleaning products for their clients and the environment:
The company offers pick-up and delivery services so we grabbed one quick image with their van, which can often be seen on luxurious Worth Avenue and streets of Palm Beach:
Irina had another brilliant idea of a photo with the van, but we ended up not executing it simply because we did not have time. We did create other images of them working in the store:
Individual photo of each wonder woman during our branding photoshoot was a must:
And a few more images of the two women together:
To create variety in the photos that we created, not only did we use different backgrounds for the photos, but Irina and Jurate changed their outfits several times. And being true fashionistas they are, their outfits ranged from simple and tasteful to dazzling and glamorous.
To illustrate individual attention to very delicate items we shot this image of Irina talking an employee while looking at a lace blouse:
Going along with the brand image of being fashionable yet tongue in cheek, we created these parody of high fashion photos image. It was lots of fun to create these!
We also took a couple of shots of owners outside of their store, with the sign in the background, set against gorgeous Florida blue sky.
For the last part of our shoot we headed to a Palm Beach boutique to recreate the image of a blouse hanging on a clothes line. Since that image would be used for a publication, we wanted to make sure we got our bases covered, so we re-created the same shot in another boutique.
Which image won? Well, the image that got printed in Modern Luxury Palm Beach in an article called Dynamic Women was this one:
This branding photoshoot with two powerful women was lots of fun and very inspiring. It was good to be around women who see dressing up as art, in a way, women who value beautiful pieces of clothing. Because what we wear is an expression of our inner world, it is a form of art, and the fact that they have built an empire around that is even more inspiring. Serving other fashionistas like themselves and other affluent clients who value quality and personalized attention, while using eco-friendly products, these dynamic women are surely changing the world. For more information about OZO2 cleaners, please visit their website and follow them on Instagram. And here are a few more images from our branding photoshoot in fashionable Palm Beach:
Have a small business and would love images that translate your company spirit, values, services or products into powerful photos? I would love to work with you! Send me a text or an email and let’s talk!