Client: AquaSonic Car Wash
Industry: Car Wash/Automotive
Sector: B2C, USA
For the love of the road™
Overview
AquaSonic™ is America’s smartest car wash. A bold new brand built from the ground up to reinvent the express carwash experience. Crux was brought in right from the start, naming the brand, shaping the strategy, designing everything from the visual identity to the building itself. What started as a single-site launch quickly evolved into a full-scale brand ecosystem spanning digital, physical and campaign touchpoints.
This was brand creation at its most complete, and most ambitious.
What we did
Architectural & Environmental Branding
Website Design & Build
Branded Clothing & Merchandise
Our approach
The US express carwash market is booming, but the branding rarely reflects that. It’s cluttered with sameness: chrome logos, generic names, dated tech. We saw an opportunity to create something bold, bright and culturally relevant.
We started with the name: AquaSonic™ — a fusion of water, movement and sound. Confident, ownable, future-facing. From there, we built a brand with real energy — a modern, design-led identity that stood for clarity, confidence and ease.
The system was designed for motion and scale: a fluid logotype, a vibrant colour palette and a visual language that stood out from the sea of steel and soap. It was built to work everywhere, from tunnel signage and app interfaces to campaign assets and branded clothing.
But we didn’t stop at the visuals. Crux designed the physical experience too — the architecture, customer flow, signage, lighting, and digital kiosks. We also delivered a fully responsive website, app UI and membership journey, backed by campaign creative across digital and print. Everything was built to work as a whole — one seamless, shareable, modern brand.
The Result
AquaSonic launched with a clear purpose and a standout identity — and it hasn’t gone unnoticed. The brand is already turning heads in a crowded market, creating genuine excitement among early adopters, and laying the groundwork for rapid expansion.
From first sketch to first wash, Crux helped bring this brand to life in full.
Emma Rickwood
CMO – HenleyIM
“Crux didn’t just design a brand, they built an entire experience. From our name to our architecture, every detail feels bold, modern and unmistakably AquaSonic.”
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