On average, we spend 230 days of our lives sitting on the toilet. The demand for comfortable and modern toilets in urban environments is constantly increasing. But public toilets are still far too often places that you just want to leave quickly: clinical, cold, boring – at best.
Against this background, the Tank & Rast Group, Germany's leading supplier of gastronomy, retail, hotels and fuel on the motorways, is introducing a new toilet concept especially for urban, design-conscious target groups. The Loo&Me brand combines modern technology, excellent quality and service standards and high comfort with humorous and stylish design.
Loo&Me thus turns a visit to the toilet into an entertaining and refreshing experience and approaches this often suspiciously viewed topic with unprecedented ease. The new toilet facility is intended to offer an attractive alternative for franchise partners in Germany or country license partners abroad. A first pilot location of Loo&Me in the basement of Leipzig's central railway station opened in spring 2017 and in March 2018 the second, considerably larger facility opened on the upper floor of the station.
The brand has already won several awards: twice the German Brand Award 2018 in the categories »Brand Strategy« (Winner) and »Service Brand of the Year« (Special Mention) and the German Design Award 2019 (Special Mention) in the category »Brand Identity«.
Insight: Strategic analysis, Market analysis, Competitive analysis, Target groups & personas
Identity: Purpose & brand positioning, Naming, Brand strategy, Corporate & brand design, Language & tonality, Brand & design management
Experience: Internal branding, Brand implementation, Print media, Spatial design
Based on the brand promise »Have fun – and the rest comes easily« and the name Loo&Me, a unique brand identity for the modern toilet concept, which has little to do with conventional toilets, was created together with the architects of aPLEX and the marketing and architecture department of the Tank & Rast Group.
Loo&Me also has its own brand character: Loo. The cheeky raccoon stands for cleanliness (as the German term »Waschbär« literally means »washing bear«) and can be found not only as a comic character everywhere in the bathroom, but also as a haptic puppet for the children on the wall.
Lively, spacious, clear & colorful: Bright colors, wild splashes and cheeky sayings decorate the walls. The atmosphere is relaxed and cosy and the room invites you to do one of the most important business of the day here. Colorful eye-catchers alternate with varied, powerful graphic elements. A comic-like look makes the viewer in the sanitary facilities smile repeatedly. Tongue-in-cheek text messages such as »Never too late to Rock'n'Roll« or »Men at Work« are reminiscent of typical toilet scribbles. All of this creates an all-round modern feel-good atmosphere that puts a smile on the faces of customers.
In addition to its unique look, the contemporary concept is characterized by well thought-out spatial details such as practical storage areas, a lounge-like waiting area with USB ports, beauty stations and digital mirrors with informative and entertaining content.
At Loo&Me, mothers will find seats for breastfeeding, child seats and changing tables. There are also spacious parent-child cabins, both in the ladies' and men's areas. The feel-good factor for the family is thus guaranteed.
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
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