The design encompasses a dynamic logo incorporating text inspired by traditional three-line Japanese poetry. Following a flowing series of delicate blue wave lines, the poem aims to represent the freshness of the brand, without being a cliche.
Mark Wilkie, creative director of Walford Wilkie, said: "The simplicity, integrity and emotion of Japanese Haiku style poetry communicates freshness in an imaginative way. The overall design best expresses the brand's end benefit -- the indulgently luxurious feeling the consumer experiences with freshly laundered sheets."
The new branding can be seen across the 24-strong fleet of County Linen trucks, online and in printed materials.
County Linen is a seventh generation, family owned-and-run linen and towelling laundry business. Its client base ranges from independent operators to multinational groups, including hotels such as Travelodge and the Cumberland Hotel, to domestic customers, restaurants, engineering companies and healthcare providers.
Earlier this month, Walford Wilkie created a new store design for gemstone specialist Holts' outlet in Hatton Garden, London, as part of a wider brand refresh.