Bona Fide
Bona Fide is a Wellington-based home cleaning service designed to feel personal, trustworthy, and guilt-free.
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problem
Cleaning brands feel corporate and impersonal, using generic stock imagery and transactional messaging. For busy people, hiring a cleaner can evoke guilt rather than relief.
solution
Bona Fide feels warm and trustworthy, like handing keys to a neighbour. Hand-drawn elements, organic textures, and earthy colours create a handmade aesthetic. The conversational tone offers relief without sales pressure—positioning cleaning as self-care, not failure.
The brand creates a full identity that feels genuine and approachable. Every touchpoint reinforces the core message: whatever stage of life you're in, it's okay to ask for help.
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