INTRODUCING THE NIU WASH. A self-service laundry brand created for a new generation of urban living. While most laundromats compete on price, volume, and franchise expansion, NIU was built from a different perspective: experience, identity, and atmosphere. The founders spent years traveling across cities like Tokyo, London, and New York, noticing how even the most ordinary rituals could feel elevated through design, hospitality, and intention. Laundry, included. Together, we developed a brand system designed to challenge the visual expectations of the category, transforming a purely functional service into something cleaner, softer, and culturally relevant. A laundromat without looking like one. From strategy and naming to spatial direction, signage, and merchandise, NIU was conceived as a global brand born in Brazil. I'd like to thank Otthon Vagner for inviting me to the project!