Care detailing

CARE DETAILING

1. Description

Tomasz Sadurski has been fascinated with cars since childhood. As a young boy, he used to get irritated when his parents’ car was not perfectly clean. Only years later did he discover that detailing is a profession.

In 2017–2018, he bought his first polishing machines and began experimenting. In 2021, he moved to Switzerland for office work, but he wanted to do detailing instead. From January 2024 to June 2025, he worked in the industry. After returning to his hometown of Lublin, he decided to open his own studio offering exterior detailing (paint correction and protection using ceramic coatings or PPF films), wheel detailing, and interior detailing.

2. Initial brief summary

Target audience:

Men and women aged 30–55 from Lublin and surrounding areas, with medium to high income, owning mid-range upper, premium or luxury cars.

Brand attributes:

Authentic, effective, elegant, professional.

Additional information:

Avoid a playful or unserious visual style.

Scope of work:

Brand differentiation, color palette, typography, logo design, business card, icon system, website design.

3. First idea and tension

Tomasz entered the project with a ready-made differentiator: Switzerland. He had worked in a detailing studio there for a year and a half, so he wanted it to become the core of his brand identity.

The problem was that the first requirement of the brand was authenticity, and a year and a half of experience felt too limited to build an entire identity around it. It would be different if he were Swiss by origin. In this case, “Swissness” started to feel like an artificially constructed narrative.

But that was only my opinion, and I am not the target audience. We design for clients, not for ourselves, so we conducted research with the target group.

4. Research

The research consisted of two parts. Competitive research (names, logos, color systems, websites, social media, strengths and weaknesses, negative reviews filtered by one-star ratings) and what I called strategic research: conversations with a dozen people from the target group, including entrepreneurs, automotive enthusiasts, owners of multiple cars, an automotive photographer, and someone who had also worked in Switzerland.

We asked a simple question: is the Swiss differentiator perceived as authentic, and does it increase trust?

The responses were divided:

“Not authentic. Questionable.” — Mateusz, lawyer

“It’s hard to see it as authentic. Example: the Polish-Japanese university — it has nothing to do with Japan. You would need to really prove the foundation behind it.” — Szymon

“Car detailing is not a watch. If someone tried to convince me that Swiss people do it better than Hungarians, I would laugh. I want a clean car: fast, efficient, and at a reasonable price.” — Mateusz

“Switzerland makes me think of very well-kept cars. They take good care of automotive culture there.” — Wojciech

The conclusion was clear: a strong, explicit positioning around Switzerland would alienate the target group and undermine the very value the brand was supposed to stand for. Switzerland did not become the foundation of the brand. It became a detail. And that is exactly why it works.

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5. From Switzerland to care

The research showed that customers choose detailing studios primarily based on quality, reviews, and visible results. That is why the name Care Detailing communicates exactly what the audience is looking for: professional care for their car.

Switzerland remained only a subtle reference. The symbol references the Swiss cross, but primarily represents the distortion of light reflected on a perfectly polished surface. The same idea is expressed in the name Care Detailing, built around the value of attention to detail.

An additional layer is the hidden word “car” within “care”, reinforcing the brand’s domain. This concept is strengthened by the acronym CARE: Cars Aesthetic Reflect Excellence, emphasizing the belief that a car’s appearance reflects the quality and care of its owner.

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