Uncle Bert’s Dirt is branding for a hypothetical startup launderette in East London founded by an ex-convict turned entrepreneur. After researching the culture of East London I was intrigued by cockney slang and the grittiness of its past. Since the owner was an ex-convict and he was starting up a launderette, the idea of starting over with what you have, and thus using the “threads” that you have, gave way to the concept every thread has a story. I liked the idea that you could go to Uncle Bert’s to start over, clean up your dirty laundry and no one would ever know the story of how they got dirty. I used a cockney word as much as possible throughout the brand.