Unlike other workouts, indoors cycling is physically demanding and the amount of sweat created is substantial, resulting in the need for participants to wash their workout clothes on a more regular basis. That lead us to the idea of rewarding individuals for sweating while encouraging them to purchase a membership. So we set out to create a poster that could clean participants clothes after their class.

We crafted a one of a kind poster made of dissolvable laundry detergent strips. The paper didn’t exist so we partnered with a producer of eco-friendly, ultra-concentrated detergent to specially produced the paper for our posters.

The poster is made up of pre-perforated strips that could be placed into the washing machine with the individual’s post-workout sweat-stained clothes. Special colour-safe dissolvable inks were used to screen print the poster so clothes wouldn’t be ruined by the detergent strips. The ink itself had to be anhydrous and contain less than 7% liquid as not to dissolve the poster during the printing process.

Once the ink and paper were finalized we created the artwork using the spokes of a bike wheel and sweat droplets to frame the piece. A gritty half-tone background was added to give the poster an overall distressed look which fit in with the aesthetic of the cycling studio.

The posters were universally loved by attendees of the studio and contributed to the sell-out of classes in the first month of operations. The posters lead to increased membership registrations and helped develop a brand tone for a company that was new in the market.