Australian Country Spinners, owners of Australia’s biggest yarn brand Cleckheaton, asked us to develop a retail brand for their highest grade merino yarn. This is by far the best quality wool produced in Australia, previously only exported exclusively to Italy for suit making.

We positioned and designed the Australian Superfine Merino brand to reflect this premium quality. A good example of this was the truly unique swing tag we designed for the brand. Rather than a simple paper wrap around label, this is a letterpress-printed heavy weight card with a translucent paper sheet backing, detailing the sourcing and milling that makes this grade of Merino wool so sought-after. These pieces are held in place by a branded ribbon that doubles as a neck label for your finished garment. This innovative packaging not only enhanced the brand’s premium positioning but also added to the tactile quality of the whole offer.

We produced a range of in-store collateral for domestic retailers, and extended the brand to an e-commerce website for global online sales, where we further built the brand story around Australia’s unique Merino flocks and the incredible quality of the wool they produce.