The New Look
Our on-going journey to make what’s inside your Ironlak can the best in the biz, is marked with a rebrand and a new look can. Our in-house design team worked with Matt Haynes at Analogue Digital Agency to modernise the Ironlak logo and can design. From the outset it was important for our design efforts to reflect both the quality of the revised formulation, but also our business attitude towards constant improvement. Therefore, aesthetically the product packaging needed to bring Ironlak into the future, while paying homage to our past, by retaining-yet-evolving the brand conventions and design vocabulary that has formed the visual fabric of the brand since day one.
Sometimes keeping it simple, is actually more complicated. In staying true to the existing brand aesthetic, we needed to keep the design simple and bold, building a set of design guidelines around type and colour that could be rolled out onto all of our products. This process was more challenging than it would appear from the outside, with plenty of deliberation and hours of Skype arguments erupting from minute details. You’ll see the true fruits of this labour as a bunch of new products drop over the coming months.
For the spray can itself, we took advantage of can production processes, allowing each can to have its own unique handstyle. Our first production run features 12 different handstyles by writers from around the world (CURVE, ASKEW, SOFLES, STRAY, GARY, JURNE, SIRUM, POSE, EWOK, SAUCE, AYRES & MACH) with more to come on a semi-regular basis. To set it all off we used the silver can as a pop colour, added a gloss UV logo at the top, and bottom, and coloured the bottom mounting cup with that Ironlak magenta flavour. Long-term Lak supporters will also notice that we returned to a matt finish on our packaging after several years running gloss. Honestly, it just looks better.