This project involved repositioning New Zealand wool as a luxury fibre within the the flooring/carpet industry.

New Zealand wool is nature's miracle fibre, but this is not well known amongst consumers. The key to this brand involved the ‘curation’ of the natural attributes of wool. These natural attributes were organised into four categories that became information pathways and deployed as sales tools for flooring retailers in North America and Europe.

The primary sales tool was an interactive presentation for use within carpet showrooms. Referred to as 'The Wool Benefit System' this presentation was a unique way to tell the wool story - at a time when the iPad had only just launched.

Developed at Brian Richards.
Design direction, design development, art direction, project management.