Afterhours Studio – I Hate Ironing

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.
Informed by the name and original consumer insight we helped the team build the flip side of this assertion, namely that the business loves to take on all of the tasks its customers hate, thus creating a powerful symbiotic relationship between the two.
This concept is played out in the core visual identity system and in the attitude to language and communications: On a canvas of complimentary black and white, all the brand touchpoint are activated by a series of ‘I love’ or ‘I hate’ statements which set out to frame the business’s service/mission and the customer tension points respectively.These Love/ Hate statements have been written to also reflect the nature of the touchpoint, so on black vehicle livery the vans proclaim “I hate red lights” and on the suit bags the message reads ‘I hate being kept in the dark” and so on.
We developed a series of brand icons to support the messages inspired by the functional visual language of care symbols. A heart motif is used consistently for the love messages which describe the services/ solutions and a selection of playful, crossed out ‘hate’ symbols to bring to life the pain points. 
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 and the resulting quality of life that can be unlocked when chores are all perfectly taken care of for you.