22 June 2018, Press release

Loo&Me: Truffle Bay develops new brand for public toilets with fun factor

The Munich-based brand and communications consultancy develops a new concept for Tank & Rast, which is primarily intended to address an urban and design-conscious target group. Loo&Me – the brand name for the new toilet concept – invites you to feel good with modern technology, excellent quality and service standards, high comfort paired with humour and a likeable raccoon mascot.

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. We are talking about a public toilet facility. But it is not a toilet in the conventional sense. The Loo&Me concept, designed by the brand experts at Truffle Bay, combines high standards of hygiene and comfort with humorous and stylish design. It thus meets the demand for comfortable and modern toilets in urban environments. The new brand turns toilet visits into an entertaining and refreshing experience.

Stylish design and funny entertainment

Truffle Bay developed the name and positioning of Loo&Me with the brand promise »Have fun – and the rest comes easily«. And that really says it all with this modern toilet concept. The fresh and cheerful design gives the visitor a feel-good reception. The company's own creative subsidiary, The Hamptons Bay [today Truffle Bay], is responsible for the entire appearance and accompanies the implementation of the brand in coordination with the executing architects and the marketing and architecture department of Tank & Rast. 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. The modern concept includes above all well thought-out spatial details such as practical storage areas and a lounge-like waiting area with USB ports. There are also beauty stations and digital mirrors with informative and entertaining content. In addition, the lovingly designed outfits of the employees are provided with personal name buttons.

Loo, the raccoon, and family-orientation

In addition, the creatives created a unique brand character: Loo, the raccoon. 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. The innovative concept appeals above all to families with children. 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.

A concept for Tank & Rast

The client for the creative work is Tank & Rast, which now wants to establish a concept for urban target groups with Loo&Me. The new sanitary facility is intended to offer an attractive alternative for franchise partners in Germany or country license partners abroad.

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.

Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test


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