The Ceramic Warehouse - Full Branding and Landing Page

TCW's problem was in its own name. "Warehouse" says distributor someone who buys other people's coatings and puts them on a shelf. The company was repositioning as a leading UK manufacturer of ceramic coatings, which is a fundamentally different claim, made to a fundamentally different buyer.

The category didn't help. Car care branding runs on chrome, carbon fibre, flames, and an aggressive shout. That's aftermarket retail language. It undercuts a manufacturer before the conversation starts.

So the identity was built to read as industrial rather than aftermarket. The monogram draws TCW as a single unbroken stroke one continuous line the way a coating goes down in one pass with a squared terminal and two small green marks holding the T and the i. It works as a full lockup, a standalone monogram, and an app-sized square without redrawing.

Acid green against near-black does the rest. The choice is practical: the product is applied to dark paint, and the bottles themselves are black, so the green is the only thing carrying brand at arm's length on a shelf.

The labels prove it. Interior Detailer in white, Fabric Coat in black, same architecture, same curve, instantly a range rather than two products.

When a name works against the positioning, the identity has to do the arguing.