100% You.

Brand development and visual language for an endorsement brand.

The brand’s identity is spearheaded by a simple monogram inspired by the brand’s initials ‘ICC’.

Learn more about this project

Industrial Clothing Company is a holding company for existing brands, Javlin and Salty. Salty offers safari wear and Javlin is a workwear and PPE solutions supplier.
Circle’s challenge was to create a primary brand identity that would help develop the Industrial Clothing Company into a successful endorsement brand which could be B2B and B2C-facing. Enabling the company to become a House of Brands which would allow for additional brands to exist alongside Javlin and Salty.
Circle created the brand’s identity spearheaded by a simple monogram inspired by the brand’s initials ‘ICC’, which unintentionally looks like a percentage sign in its arrangement. The percentage sign allowed for the exploration of above-the-line communications that could communicate messaging such as ‘100% you’.
To reinforce the brand’s primary speciality as providing maximum safety on the job, Circle incorporated industrial-relevant shapes and 45° angles throughout the visual language. The colour palette of chartreuse and black is a contemporary take on the yellow and black colour palette that’s synonymous with the industrial industry.
The unique elements which make up the brand identity allow the Industrial Clothing Company to be a successful endorsement brand which fulfilled the objective of being a B2B and B2C-facing company.

The colour palette of chartreuse and black is a contemporary take on the yellow and black colour palette that’s synonymous with the industrial industry.

Learn more about this project

Industrial Clothing Company is a holding company for existing brands, Javlin and Salty. Salty offers safari wear and Javlin is a workwear and PPE solutions supplier.
Circle’s challenge was to create a primary brand identity that would help develop the Industrial Clothing Company into a successful endorsement brand which could be B2B and B2C-facing. Enabling the company to become a House of Brands which would allow for additional brands to exist alongside Javlin and Salty.
Circle created the brand’s identity spearheaded by a simple monogram inspired by the brand’s initials ‘ICC’, which unintentionally looks like a percentage sign in its arrangement. The percentage sign allowed for the exploration of above-the-line communications that could communicate messaging such as ‘100% you’.
To reinforce the brand’s primary speciality as providing maximum safety on the job, Circle incorporated industrial-relevant shapes and 45° angles throughout the visual language. The colour palette of chartreuse and black is a contemporary take on the yellow and black colour palette that’s synonymous with the industrial industry.
The unique elements which make up the brand identity allow the Industrial Clothing Company to be a successful endorsement brand which fulfilled the objective of being a B2B and B2C-facing company.