The Choice Of Heroes

Montgomery first captured the nation’s attention over a century ago, when the company was selected by the British Admiralty to make the first duffle coats.
They made such an impact that by World War ll, they were proudly worn by each of the allied services.
This was the first of six ads styled on Cigarette Cards, popular during the war years. Much imitated, Montgomery was the original duffle – and is still tailor made today in England.

We love the illustrations, by super talented Ian Bossons…

Things we like

Design and beer – two of our favourite things…

We’re delighted to say that since the beginning of 2020, IWP has been busy working with world famous Buxton Brewery and Distillery. The brewery is consistently voted onto the world’s top 100 brewers list.

All of the beers the brewery produces are designed to delight the senses and enthral the drinker. The can designs follow this principal, reflecting the connection to the surrounding National Park which dominates the landscape around the brewery.

If you can, visit the Buxton Brewery Tap House for outstanding flavourful beers (and pick up some beautifully designed cans). If not order online from



Revolutionary Chinese Takeaway Advertising

We recently came across this series of Ads in our archives. Still looking good so we thought we’d share… Mr Lam’s fast food used a barcode system to speedily serve freshly cooked Chinese food from their excellent Liverpool takeaway.

We designed the logo accordingly – the illustrations inspired by the marvellously heroic imagery of Mao’s Cultural Revolution of the 60’s and 70’s. “Serve The People!”


Legendary Wine Label Design

When D&D Wines commissioned us to come up with a concept for their McLaren Vale wines we couldn’t resist having a bit of fun with some legendary Aussie humour.

After a bit of research – and a good deal of embroidery – we developed these two beauts. The Bunyip – named after an Aboriginal spirit said to inhabit rivers and swamps, and Lady’s Leap, an outrageous tale of a dramatic riverboat race.

The Bunyip is an Aboriginal spirit which is said to haunt rivers, swamps, creeks and billabongs. Some say it looks like a huge snake with a beard and a mane. Others say it resembles a huge furry half-human beast with a long neck and a head like a bird. These days, most Australians consider the Bunyip to be just a creature of myth. But there are still those who swear they’ve heard the Bunyip’s bloodcurdling cry for themselves…

And why Lady’s Leap? When the daredevil skipper of the paddle steamer Lady Hopetown found himself behind in a race down the Murray River, he made a call which would find him forever enshrined in outback folklore. He cut to the inside, the boat hit the sand at full steam and became airborne. Momentum carried her over the bar and ahead of her rival. From then on, that point in the river became known as Lady’s Leap.

Legend has it IWP are pretty good when an eye catching concept is required. One legend we believe certainly isn’t fiction.


Here today, Milan tomorrow…

We’ve been working with the lovely people at Gallo, in Robbio – a city and comune in the Italian region Lombardy, 50 km southwest of Milan, for the last 15 years…

Established in 1856, today it is ruled by the 6th generation of the founding family. They send their briefs 1,500km to us in downtown Bollington (pop 8,310), Cheshire – where we designed the above for our market here in the UK.

Alongside Italy, we’ve done pack design for most of the rest of Europe, North and South America, Asia, Russia, Australia – in fact the only place we haven’t designed for is North Korea (yet)…

So. Borders are no barrier. And great ideas are universal. We have translators, foreign language typesetters – and well travelled creatives with ideas that cross boundaries.


Great Work We've Done That Never Got Published

Love Chocolate…

Great big slabs of chocolate. With interesting flavours. Add some bold colours, some understated type and an interesting pack shape… And you almost get a flavour of what’s inside. These packs say “Buy me!”

Out of all the work that gets published, many more ideas get shelved due to all kinds of reasons.

This design never made it to market, but we thought it was too good not to share. Maybe somebody out there has the same taste as us – and likes the cut of our mouse.

We have so many ideas – you might have a product needing a facelift, a refresh or complete redesign. Our CGI’s will give you a pretty fair idea of how good the finished product could look.

Call us. Maybe we already have the answer…

Great Work We've Done That Never Got Published

Sweet Food Packaging Design

Little packs of loveliness

Pack design we did for a Yorkshire based confectionery company, which sadly didn’t go. So we’re putting it up here because we love it.

Our design style is clean and fresh. So much overly colourful and complicated packaging today gets lost at crowded point of sale, and a little bit of white helps standout.

Add to that some classic, well-considered type and a pleasing colour range and you get a pretty good recipe for trial.

So don’t fudge it next time you want a bit of shelf shout. Because we’ve got more great ideas in the store cupboard.


Food Advertising and Design

We love food.

Branding it. Advertising it. Shooting it, writing about it, designing the packaging it comes in, even occasionally eating it.

All kinds of food. Frozen food for Royal Greenland. Italian food for Riso Gallo and Sacla. Convenience food for Today’s Foodservice. Chocolate promotions for Thornton’s. Takeaway food for Mr Lam’s, even pet food for Applaws and Encore – and countless branding and rebranding jobs…

And despite looking like a million dollars, you’ll find the bill won’t cause indigestion – because repeat business is genuinely so important to us we price our work realistically – and always quote upfront.

We love the food branding business, and we like to think we’re pretty good at it – but we’re hungry for more… So if anything here whets your appetite we’d love to hear from you. Because there’s always room at the table for one more…

Riso Gallo recipe book photography
Royal Greenland foodservice trade press
Really Indian packaging redesign
Applaws Petfood trade brochure
Encore Petfood website
Today’s budget range packaging

The art of the visual metaphor

Advertising is awash with visual metaphors. Some work well, cutting through the constant bombardment we consumers are subjected to on a daily – or hourly basis – to not only engage, but to further our understanding of a service or product which in turn prompts us to buy.

Others are so obscure they simply don’t register.

Some are wildly ambitious, complex and overproduced, so losing the message in some creative team’s hugely expensive self indulgent excess. (I know this, slightly guilty face).

Enter the humble illustration.

Because simple is best, as cunningly delivered on The Mobberley Brewhouse’s ‘White Can’ range of experimental beers.

Happy client loved the positive response from customers. Happy agency loved approval from happy client.

Untamed, a fabulous 9% New England Double IPA
Eleventh Hour – a toffee & cacao Imperial Stout at a heady 10%
Roll With It – a New English IPA using English only hops, at 6.5%
…The finished article…

Comment Work

Not just part of the furniture…

Furniture advertising and design is what we do. Likewise location and studio shoots, large scale office furniture, kitchen and bathroom sets. One off product shots. Brochure design and printing. IWP love it all.

We’ve planned, designed and produced all of the above, for clients large, small – and startups. Always cost effective, certainly coming up with creative solutions to budget/timing constraints, we love making our clients job look the business.

From original design, planning and production of brochures and online, to managing thousands of price changes, we take it all in our stride – above all, we manage it without any fuss. Consequently we seem to enjoy repeat business as a result.

Talk to us about your next project or even idea – you’ll find we’re not just part of the furniture.