CI Studio were invited by An Post to design a stamp marking the golden anniversary of one of the most iconic and trusted brands in Ireland. Guaranteed Irish was started in 1974 by the Irish Goods Council to support the marketing of Irish goods both at home and abroad. Today its remit has broadened and it now helps businesses and consumers to identify the products and services that benefit local communities and Ireland as a whole.

Their 'Choose Irish' campaign became ingrained into the national psyche in the late 1970s and 1980s. Consumers were encouraged to look out for the distinct logo, carried on Irish products only, as it not only represented support for the Irish economy, but also the choosing of a superior product.

A 1977 annual report cover which we uncovered in our research, distilled the core concept of the Guaranteed Irish campaign into one image. This provided the basis to our design approach.

Capturing the essence of choosing an Irish product and placing the iconic symbol centre stage, were our key design challenges. By turning the dot in the i into a visual metaphor for the chosen product, allowed us to introduce the Guaranteed Irish green while keeping the overall logo in the celebratory metallic gold.

In keeping with the sentiment of the stamp, we chose the typeface Deckard by Irish type designer Bobby Tannam. A classic sans with unique characters and exceptional legibility, perfect for displaying at a small size.

With photography by Ruth Connolly, the stamp captures the decision made by the consumer to choose Irish, the essence of the Guaranteed Irish brand. The celebratory 50th anniversary aspect comes from the logo itself, positioned centre stage and proud, printed in metallic gold ink. As one of Ireland's much loved classic logos, there was a great response to the stamp, with overwhelmingly positive feedback.

We also designed the cancellation stamp and first day cover, which are sent out on the first day of issue. Both items needed to convey the theme of the stamp.

The image on the First Day Cover features one of Ireland's first shopping centres, Dunnes Stores Cornelscourt in 1974, the same year as Guaranteed Irish launched.

Bronze Bell Winner - ICAD Awards 2024