The concept of the membership-based, express car wash and detailing had thrived in the U.S. for years. The opportunity to introduce Canada to this concept was here. Jump was approached to develop the brand and retail concept that would change Canadians perceptions of the car wash.
The concept was based around an unlimited wash club model where members subscribe on a monthly basis. Backed by Irving Petroleum, the leadership group and Jump embarked on a Discovery trip to the U.S. to learn what was working with these successful U.S. concepts and where there was room for improvement.
Beginning with our name generation exercise, the name Halo was selected. The ‘angelic’ reference represented the idea of doing something good for yourself and your car. The logo was designed to have a sleek, fast appearance that felt like that of a sports car brand.
With the identity in place, Jump set about developing the large-scale stand alone concept. It was to include a 120-foot wash tunnel, self-serve POS kiosks, and free vacuum stations. The design that Jump developed placed emphasis on showcasing the wash tunnel and the impressive conveyor belt system. A large wall of seamless glass forms the main wall of the building, providing a clear view of the cars in the tunnel from the street level. Large illuminated signage for the logo rests on a bulkhead that wraps around the facade. The backside of the building serves as a billboard where the ‘Clean Feels Good’ tag line resides over a sparkling silver backdrop.
The first location was opened in Stratford, Ontario. Since then, a number of locations have been opened for this revolutionary retail concept in secondary markets across the country.