Woola case study
Packaging made of leftover wool to replace bubble wrap
Sheep wool instead of petroleum-based plastic? Yes, please!
Brand strategy
Visual identity
Launch campaign
Messaging
Packaging design
Ongoing campaigns
“There is no bullshit with Brandcakes. You won’t be getting a “green rebranding” and empty clichés will not fly. You will be challenged to fully understand if and how your business is sustainable. And then you’ll work together to translate this into a winning brand language. There’s also a secret about Paula – in addition to branding, she is very well qualified to advise you on sustainability as a whole.”
Anna-Liisa Palatu, co-founder of Woola
Turning a problem into a solution
After finding out that 200 000 tonnes of sheep wool gets burned or buried in Europe yearly, Woola's co-founder Anna-Liisa Palatu decided to put the wonder material to good use. An idea of protective packaging that would replace bubble wrap was born.
We partnered up to launch Woola and bring freshness to the e-commerce packaging category. A joyful colour palette accompanied with playful illustrations was created to set an optimistic tone of the brand – characteristic of the founders' approach when tackling tough challenges such as climate change. We balanced the loud colourful elements with down-to-earth imagery, soft tones and fonts matching the bold statements.
Woola’s brand aims to spark both joy and people’s willingness to contribute to a brighter future.
The fluffy ideas became to life in collaboration with Luka Predragović (Maji Studio), Krõõt Kukkur (coucou.ee) and Mardo Männimägi (Stuudio7).