Industrial Clothing Company

Built for Industry. Designed for Endorsement. - Learn more

Industrial Clothing Company (ICC) is the newly established holding entity for two existing apparel brands: Javlin, a specialist in workwear and PPE solutions, and Salty, a label focused on safari-inspired lifestyle wear. With plans for future growth and portfolio expansion, Circle was briefed to define and design a primary brand identity that could function as a strong, credible endorsement brand, capable of addressing both B2B and B2C audiences.

The goal: position ICC as a House of Brands, while giving it the visual and strategic flexibility to accommodate future sub-brands and endorse distinct offerings across diverse consumer segments.

Monogram-first: A mark with layered meaning

At the centre of the identity system is a bold, minimal monogram, formed from the brand’s initials, ‘ICC’. The resulting symbol, while abstract, unintentionally mirrors a percentage sign (%). This visual coincidence opened the door to a playful, campaignable narrative, leveraged in messaging such as “100% you”, adding a layer of emotional relatability to the industrial tone.

Visual Language: Safety, structure, and simplicity

To reinforce the brand’s credibility in occupational safety and industrial-grade design, Circle integrated visual elements inspired by the built environment:

45° angles and geometric structures reference construction signage and PPE design.
A bold palette of chartreuse and black modernises the familiar industrial yellow-and-black association, striking a balance between category recognition and contemporary relevance.

This design system offers strong brand coherence while retaining flexibility across channels, applications, and future sub-brand integrations.

A scalable identity for future growth

The ICC identity was purpose-built to function as a clean, confident endorsement layer, supporting sub-brands like Javlin and Salty without overpowering them, and laying the foundation for future additions to the portfolio.

Whether speaking to procurement managers, on-site crews, or style-conscious consumers, Industrial Clothing Company now presents a unified, recognisable, and distinctly modern face of industrial apparel. A brand that’s 100% fit for purpose.