I Hate Ironing

Brand positioning, identity, packaging, vehicle livery, brand language, website and app design for I Hate Ironing, a premium, online laundry and dry cleaning service.

This groundbreaking service needed an identity that captured the passion and attention to detail that allows them to deliver a whole new level of customer care…

We alighted on a concept that activated the existing brand name, creating a new identity system and communications vehicle in one. This new LOVE/HATE brand language juxtaposed the problem with the solution, pairing the customers’ pet hates with the business’s love and care.

We also designed and art directed a set of photographic brand imagery in collaboration with Photography by Anderson, shot to a stylised aesthetic on black or white canvas to further tell the story of the attention to detail of the service.

  • Client - I Hate Ironing
  • What we did - Brand positioning, identity, packaging, vehicle livery, brand language, website and app design
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