ineos
YOU CAN HANDLE
ANYTHING
Launching into a consumer category awash with well-established brands, INEOS Hygienics wanted to challenge conventions for their new hand sanitisers and liquid soap range. I created a bold visual identity that broke away from the light and overly sanitised clichés so common in the market.
I developed a striking campaign centred around the raw, real, and often messy sides of life — a powerful shift that spoke to people who embrace the grit and unpredictability of their day-to-day. The tagline, 'You can handle anything,' captured this spirit of resilience and attitude.
To bring this concept to life typographically, I wanted something truly distinctive and hands-on. Collaborating closely with Counterpress, together we explored the tagline using traditional wood type — from 10-line expanded sans serifs to 40-line condensed grotesques. We pushed the craft further by experimenting with hand inking techniques — varying pressure and embedding fingerprints into the designs — a nod to the campaign's core idea.
The final typographic style was hand-set and printed, creating a bespoke suite of limited-edition artwork. Each piece was then digitised, transforming these hand-inked prints into a custom brand typeface — a unique, ownable asset that reinforced INEOS Hygienics' bold, no-nonsense personality. This wasn’t just about creating type; it was about building a brand voice that felt as raw and real as the people it spoke to.
inEOs - TVC
The "You Can Handle Anything" campaign for INEOS Hand Wash and Sanitiser is a compelling portrayal of the essential role our hands play in daily life. Developed by The&Partnership, the campaign's centerpiece is a 60-second film that showcases hands performing a variety of tasks—from routine actions like tying shoelaces to critical life-saving procedures such as CPR.
To emphasise the handcrafted theme, the film was shot on 16mm film, hand-developed, and incorporated a mix of media, including illustration, animation, and live-action footage. This meticulous approach underscores the campaign's celebration of human endeavour and the importance of protecting our hands with INEOS's hygienic products.