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    Tom Lane creates the identity for 'Hook & Irons Co.'
Brand Identity
Tom was approached by George and Brian, the gents behind ‘Hook & Irons Co’ brand, to ask if he would help them create the look and feel of their concept for a new label. Both George and Brian are Firefighters, the story to their brand all began on the back porch of Firehouse 11.

“George and I were drinking coffee and waiting for our next run. We were discussing the fire service; its traditions and the history of the job we both love so much. ”
“At some point during that conversation, the seed for Hook & Irons was planted with the idea that we would do our part to celebrate the traditions and the history of the fire service by highlighting the craftsmanship and the ingenuity of all firefighters since Benjamin Franklin. We decided that we would make items that reflected all of the beauty and history of our job–items that we would be proud to wear and own.”
Tom set about creating their identity with simply beautiful results. You can view the full project below. More of Tom’s work can be seen here.