Archives for category: Work

Here’s the latest beer design work for The Mobberley Brewhouse. This one is a collaboration with hop merchant Charles Faram. New varieties of hops are constantly being developed by the grower, increasing the options for ever more creative brewing.

In today’s graphically dizzying display on the beer shelves, this white can range really stands out. We love the simplicity and classic type, plus the lovely line illustration…

English only hops

This one features English only hops – an attempt to produce one of their typically juicy progressive IPA’s, and put the spotlight on English hop varieties. Olicana, Jester, Godiva and the imaginatively named CF160. Don’t know about that – but at an impressive 6.5% ABV we do know it tastes marvellous…

Just Roll With It..!


What the can says:




Just had photography done recently for our lovely friends at The Mobberley Brewhouse. Such a lovely part of our beer design work we thought we’d share. It’s a small batch exclusive – a very drinkable New England Session IPA at 4.4% abv, with juicy hop flavours from Citra and Mosaic hops.

You can see more of our design work for TMB here:

The Mobberley Brewhouse specialises in dangerously good beer, from delicately brewed session beers, to outrageous modern craft beers. They all leave the brewery crammed full of unique flavour. Obsessed with improvement, it is their constant aim to produce the best and most consistent beer possible.

Having sampled pretty much all of their extensive range (in the line of duty of course), we can only agree.

Photography by shooter Alex at Ten Eight:


Photography Shoot for Gin and Cocktails all made with Hunters Gin


Probably the first gin cocktail invented was a simple mix of gin and Angostura Bitters. Credited to the captain and surgeon of the HMS Hercules in the early 1800s, while patrolling the Caribbean (no wonder they kept getting lost). Then followed the still-popular Pimms in the middle of the 19th century. This time period also saw Gin first mixed with lime, as a way to help combat the threat of scurvy in sailors.

In 1874, the first Tom Collins was served in London, still a popular item in any London cocktail bar – soon followed by the dry martini. Early in the 1900s saw the first Singapore Sling and the Negroni – those old fashioned gin cocktails have truly stood the test of time…

The shoot

We recently did a shoot for our delightful client (of course ALL clients are delightful – no?), Hunter’s Cheshire gin.

Six delicious cocktails showing off the qualities of the gin. Among other botanicals, Hunter’s contains Cheshire apples from historic Norton Priory garden’s own orchard. It’s this clever twist that gives Hunter’s premium export strength gin a spicy fruity edge.

The unique flavour comes from the botanicals – including punchy, piney juniper from the Balkans, French angelica, Cinnamon bark from Madagascar, musky, nutty angelica root from France, ribbons of Spanish lemon peel and Florentine orris root.

Hunters is a premium gin placed among the top division of world-renowned gins.

Careful who you mix with…

Created by Hunter’s talented mixologist Louis, the Hunter’s cocktails were designed to deliver the special taste of their gin. It’s a single batch distillation from a 300 year old recipe.

We shot six – Truly Hunters, Mr Hunter and Mr FitzPatrick, Hunters Cheshire Champagne, Tom Collins, Hunters Apple Bramble and a Hunters Gin Martini.

And no, the Art Director didn’t get to drink them (that’s what HE said)…

We love to design for our beer clients – they allow us free reign to do what we do best. Like creative label design for The Mobberley Brewhouse.

A type for every face

Fonts are so important in branding – and the brief from the client was for strong colours. So we put our best faces forward and went for it.Standout beers deserve standout label design and creative branding


The four here are the latest in an ever-increasing range of critically acclaimed beers from this small but perfectly formed independent Cheshire brewery… We say small, but watch this space for news of their exciting expansion plans.

Brand design unchained

Getting creative means loosening up after the strict constraints of some of our other food labelling clients. Mobberley likes us best when we throw out the rule book and play with the can designs, colours and especially the fonts. Mixing typefaces, upper and lower cases, bouncing letters off the baseline – nothing is off the menu as long as it has standout.

The competition on the shelf today is dizzying. With more and more products shouting “Look at me”. Which is why we went for a clean, uncluttered look, with solid colour blocks and a single beer name to draw the eye.

Creative label design

Those clever people at The Mobberley Brewhouse love getting in on the act too. Anyone can have a good idea, and we’re not precious when the client comes up with one. We’re lucky to have creative talent on the client side – and all the beer names here come from them. It’s then over to us to crank up the type machine and get jiggy with the label design.

Brand design is always challenging and at IWP we love a challenge. But being allowed a free hand with the creative (plus getting to sample the product on occasion) makes for a happy client/agency relationship – with excellent sell-through to prove the point.

This same attention to detail is available to anyone looking to create a brand, refresh or advertise an existing product or service. After all, standout products deserve standout design… Check us out on







“We have somewhere in the region of 1500 office furniture items and we need a brochure…”

And no, the phone didn’t go dead. Instead we rolled up our sleeves, stocked up on Lavazza and set to work. Many (many) hours – and several billion clicks of the mouse later, we had a rather attractive perfect bound 140 page brochure the client was delighted about.

“This has really raised our game” said Centric Director, Phil Sloan. “IWP made the whole project straightforward – I was able to leave it to them and get on with my work”.

We pride ourselves on attention to detail – and with every item having price, dimension and colour information, balancing important detail and especially user convenience was the order of the day (and yes – a liberal helping of style).

Have need of an attractively designed, carefully produced brochure of any size? Call IWP. We’ll get the coffee.

Redesign the Hunters Gin label for the craft gin market, Hunters Cheshire Gin is a high quality, export strength London Dry Gin full of character – with it’s heart in Cheshire. Subtle citrus overtones with a spicy fruit edge using Cheshire apples from historic Norton Priory Garden’s orchard. A single batch distillation from a 300 year old recipe, including aromatic Balkan juniper berries and coriander, Iberian lemon & sweet orange peel, Florentine orris root, French angelica and Madagascan cinnamon bark. A unique and sublime fusion of quality botanicals and export strength alcohol.

When IWP were asked to redesign the Hunters Gin label, we took a long hard look at the craft gin market and decided that there was a lot of power in keeping the Cheshire Gin story, the provenance of the Norton Priory Gardens’ apples marking a compelling point of difference.

Extensive sampling was of course part of the process..Redesign the Hunters Gin label for the craft gin market

A very interesting new product designed for cyclists, with compelling sales points – the Racing Greens philosophy is simple.

Formulated to give the body the tools it needs to thrive, thanks to the performance-enhancing properties of its carefully selected ingredients, the Racing Greens alkalising pH balancing drink delivers more oxygen to the cells, which increases energy, stamina and performance.

Racing Greens also helps after exercising, thanks to its detoxifying properties, which make sure that lactic acid is flushed away, reducing recovery time.

With a blend of over 48 natural ingredients , this is a powerful formula, packed with vital antioxidants, minerals and vitamins. In fact, Racing Greens provides six servings of the five a day recommended by the World Health Organisation.

IWP were asked to consider how best to support the launch of the brand – the sales are via a website so we developed new, more exciting packaging, completely upgraded the website and placed ads in the cycling press – add to this a full social media campaign, and sales took a healthy upturn – with immediate effect.New brand design for cycling nutrition from pack to website to ads


MPM is a natural pet foodnew pack design, see through front for dog food manufacturer with two brands, Applaws and Encore. Encore is now stocked in Sainsbury’s, Tesco, Asda, Morrisons, Waitrose, Ocado and Amazon, and Applaws is in Pets at Home nationally and all good independent pet retailers.

When we started to work with them, they were a small company with two directors and a turnover of just £300k. We helped them to launch the new Applaws cat food range in 2006 to sit with their existing cat litter product.

We then launched Encore in 2009 designed specifically for the grocery market. We developed all of the brand identity for both brands and helped to develop their launch strategies. new product launch for cat foodWe have worked with them for the last nine years, acting as their marketing department initially – then once they grew to a size where they could recruit an in-house marketing department, we’ve worked as an extension of that team.

We’ve helped to launch product and flavour extensions, building the corporate identify for MPM Products and been integral to two major product innovations: the world’s first see-through pouch in pet food, and an easy pour jug-bag for cat litter.

Our work hasn’t been limited to solely the UK; we’ve also helped MPM market their products overseas in Italy, Australia, the US, China, and 28 other countries.

Our work

Brand Identity     Packaging innovation     Packaging design     Shelf ready packaging    In store and POS    Marketing consultancy    Press advertising   Websites, banner ads    Email marketing    Social media


Sales increased from £300K to £30M+ in nine years.

Over the last three years, Encore’s share of the premium cat market has grown by 49% with the majority of the share growth coming from new shoppers who are switching to the brand from Sheba and Gourmet. Growth has also come from existing category shoppers adding Encore to their repertoire of products.

cute puppy for Encore dog foodAcross dog, MPM’s brand share growth is even more impressive with Encore’s share of the wet dog category increasing by 755%.

Over the last three years, Applaws’ share of the premium cat market has grown by 64%, whereas Hi Life, Gourmet and Lily’s Kitchen have all experienced share declines in the same period. The majority of Applaws’ growth is coming from customers switching out of other brands [notably Whiskers and Gourmet], along with new shoppers into the category.

Across dog, brand share growth is also impressive with Applaws’ share of the wet dog category growing by 363%.


When we launched the Applaws range both buyers and customers loved the new designs. Encore was specifically designed for the grocery market and from the first time Sainsbury’s saw it they haven’t requested any changes.cute cat for Applaws Cat Food

We recently rolled out the Encore brand to pâté, pouches, dry cat and dog and it has been very well received.


2006  IWP started work with a small pet products business called MPM Products. We created brand identity for and launched the new Applaws cat food range to sit with their existing cat litter product.

2007  Extended the Applaws range to 9 flavours and 2 multipacks, building the corporate identity for the company MPM Products as well as the brand.

2008  Massive success of cat food saw MPM launch Applaws wet dog food in 156g tins; we were right at the heart of the company acting as their marketing department.

2009  MPM launch Applaws dry for cats which is the world’s first 80% meat cat food and Applaws dry for dogs. IWP develop the new bags from photography to design to final translations and proofing. Encore brand launched into Sainsbury’s, 70g cat tins in a gravity feed single serve outer, developed to give great on-shelf presence.

pack design for dog food2010  We help develop the world’s first see through pouch in pet food for Applaws; how the food looks has always been the greatest asset to the brand and now for the first time the shopper can see the food before they buy it. IWP developed the idea from concept through to finished product. The Encore cat pouch was launched and the brand developed into Tesco and Waitrose. IWP created and produced full tray mock ups for the line review at Tesco.

2011  Encore dog 156g tins launched. IWP developed the labels and SRP’s, did full tray mock-ups for the line selections for both Tesco and Sainsburys.

Sleeve design for cat food2012  Following research it was decided to launch an easy peel pot for Applaws and Encore, again with see through sides to show the product and a sleeve to deliver the message. Encore dry cat and dog ranges were launched. IWP developed both sets including creative design, photography and artwork.

2013  New product launches, Applaws and Encore cat and dog pâté, high meat content and a venture into complete wet food. IWP also designed the distinctive Applaws Jelly pouch as an extension of the broth pouch. Launch of new brand and product range for cat litter called Nature’s Calling. IWP developed the name, new easy pour jug bag, launch packs, exhibition stand and website.

2014  New designs for Applaws Dry Dog and Dry Cat – with the launch of Cat Jelly tins and Grain Free products in the USA.

2015  Developing the Applaws Cat Layers product and the Encore version – and the launch of Applaws 156g Dog tins in the USA.


USA  We redesigned the 70g tins for the USA market, and more recently the pots have been taken up.

Italy  Working with a distributor AppTunaLoinITALcgi_Spinachwe have developed a complete range of both Applaws and Encore for the Italian market.


Australia  Initially working with Coles Supermarkets, we have launched wet cat and wet dog, then more recently dry cat and dog and a brand new premium cat litter as well.


We have produced hard-working websites for Applaws, Encore and Nature’s Calling. We run Facebook and Twitter for both Applaws UK and US and the Encore brand. We have also created email campaigns for the US market and banner ads for Ocado.






CaseStudy 1

We were asked to develop a sustainable label design for a new craft beer brand based on the client’s initial idea, with the aim of standing out in crowded supermarket beer aisles and giving the brand an established feel. The range of beers all have a hoppy American craft beer style which has risen in popularity in the UK over the last few years. We took the client’s initial concept based on the phonetic alphabet and developed it into a cleaner, more campaignable concept that really brought the brand to life. We researched the phonetic alphabet and paired up a series of 4 names, then developed a distinctive graphic style with quality typography to convey the quality of the beer and help the consumer believe that the product was from a well established brewer. We are currently building a website to help deliver the brand story.

Label design for a new craft beer brand and website xRayZulu

This was the label before we got involved

IWP Communication is a small Manchester Design and Marketing agency specialising in food and drink. Passionate about serving up hard working, great looking work that helps clients engage with their consumers.






This is a speculative ad we created for Beanies after talking to them recently. They wanted to run a full page Ad in Weight Watcher magazine, as Beanies Flavour Coffee is great for slimmers, having naturally sweeter flavours built in (Vanilla, Amaretto and Irish Cream for example). So there’s no need to add milk or sugar, keeping a cup under 2 calories.

100% sugar free, suitable for vegetarians and vegans, no syrup, no chemicals.

Easy on the taste buds, easy on the eye, and a headline to tease you in to the nice, chatty copy.

We even got FOUR packs in…