Bringing merino wool into mothers’ minds. (2015)
Emphasizing the merits of one of Mother Nature’s finest creations began with breaking down misconceptions surrounding Merino wool. These include notions that it is too warm and too itchy for babies and too expensive and difficult to wash for mothers.
Morillas devised an entirely new brand language for Merino wool that echoes its core values: purity, authenticity, traceability and reliability. We built a striking visual identity with graphics and typography that transmit the warmth, coolness, humour and reliability of Merino wool. We then added a straightforward resonant tagline to sum up the benefits: The baby wool.
The new brand identity was adapted for all communications media and retail outlets.
We also designed practical, appealing clothing and accessories stand to welcome consumers to see and touch Merino wool at events around Europe. This was accompanied by an informative animated video to boost the brand’s presence online and via social media. Our video production process included ad-hoc illustrations, bold graphics, an empathic, explanatory voiceover and catchy music. We rounded off with a vital brand message that says it all: Merino wool, baby cool.