ABOUT

Honest Wolf sought to reposition themselves in a more luxury space while staying true to their country roots. We worked closely with the team on a strategy to elevate the brand in preparation for international growth. The brand launched in 2020 by third generation farmers at Papanui Estate, and the brand heavily focusses on repurposing tonnes of wool shorn from the farm’s 25,000+ sheep each year by crafting this durable, eco-friendly fibre into luggage and accessories for everyday use.

The new direction and identity repositions Honest Wolf to feel more premium, align with their desired price point and ideal target market. The aesthetic was rolled out across a variety of touchpoints and we worked across a wide range of assets including packaging design, eDMs, tone of voice, copywriting, creative direction for product & lifestyle shoots, social content and marketing campaigns.

The new aesthetic proved successful with a large increase in sales as well as a 34% increase in organic IG followers within 6 months post launch.

We have since helped with creative direction of their store fit-out, styling, photo shoot direction, and brand collaborations such as the New Zealand Olympic Foundation.