General Iron Fittings was founded in 2000 as a hardware store. After several years in the market, the company repositioned its business to focus on wood finishing products, while keeping the original name as a tribute to the brand’s origins.
The new brand identity and a complete line of 54 product labels including waxes, oils, varnishes, and other wood treatments required a visual system capable of expressing the quality and reliability of the products.
Widely approved by woodworkers as a non-toxic and high-performance solution, the project presented the challenge of combining Italian-Brazilian influences with the rich tradition of wood craftsmanship.
