Iron & Velvet
Branding for an industrial cleaning company looking to clean up in the domestic market
Created at
Transmission
Deliverables
Naming / Branding / Packaging / Photography / Art direction
Project
Packaging
Sector
Retail
Project information
Background
Iron & Velvet was founded by industrial chemist Alex Dunham, whose years of experience developing commercial cleaning products inspired him to create a premium range of eco-friendly household cleaners. After perfecting the formulas and investing in specialist manufacturing, he needed more than just packaging, he needed a compelling consumer brand. I was commissioned to develop the brand strategy, name, visual identity, packaging design, photography and launch assets from the ground up.
The creative challenge
Starting with a blank sheet of paper, my challenge was to create a distinctive FMCG brand that could compete in an increasingly crowded household cleaning market. The identity needed to reflect the products' industrial strength while appealing to environmentally conscious consumers looking for premium, design-led alternatives. With a modest budget but ambitious aspirations, every creative decision had to work hard to build credibility, differentiation and lasting brand recognition.
Creativity with character
The strongest brands begin with a powerful idea. Through site visits, competitor research and in-depth conversations with Alex, I developed a naming strategy that explored the personality behind the products as much as their performance.
One name immediately stood out, ‘Iron & Velvet’, inspired by the phrase ‘an iron fist in a velvet glove’. It perfectly captured the brand's unique proposition: industrial-strength cleaning power delivered with refinement, care and sophistication designed for a domestic market. That central idea informed every creative decision, from the refined typographic identity and premium packaging design to the art direction of the product photography and launch assets. More than a name, it became the foundation of a distinctive retail brand that continues to grow years later, a testament to the value of strategic thinking and creativity with character.
