It all began with a desire to revitalise Aotearoa’s wool industry. Through a careful unity of nature and innovation, Wisewool was born; a revolutionary material of delicate, spring-like buds that are intricately woven from wool fibres. These remarkable buds enhance wool’s inherent buoyancy and durability while preserving its unparalleled natural qualities.

Wool has long been a cornerstone of Aotearoa’s industry and identity. But when a sharp shift in consumerism saw manufacturers sidetracked by synthetics, wool — a natural super fibre — fell from favour. Wool prices took a hit, and farmers bore the brunt of it.

We had to do something. With five generations of wool handling in our family, we felt a responsibility to our whenua and community in Tairāwhiti, Gisborne. So we created a super wool: Wisewool. — East Coast Wools

Alongside the visionary East Coast Wools team, we developed a strategy that positioned Wisewool as a luxury ingredient brand, transforming it into a symbol of exceptional quality, and an endorsement of the products it would live within.

Recognising the significance of this repositioning, we understood the need for a visual identity that embodies courage and resilience, but also echoes the grace and sophistication of nature. This resulted in the creation of a sturdy, confident wordmark, contrasted against a backdrop of delicate, elegant letterforms which serve as the body typeface.

The Wisewool symbol encapsulates the intricate interwoven wool fibres as well as their cloud-like structure. Drawing inspiration from the contours found in traditional family crests, the symbol depicts the essence of a historic emblem, paying homage to the brand’s history.

The end result is a luxury brand that reclaims wool’s stature as a high-value super-fibre, positioning Wisewool to enter a new era of premium NZ ingredient branding.