Redefining the character and characterisation of Asia’s leading merchant of Scandinavian designer brands, we embraced Wool’s curatorial and creative foundation in the design of its expansive identity – comprehensively tackling the furniture store’s packaging, e-commerce and visual language. Whilst continuing to offer their clients interior, product and furniture consulting, the Hong Kong-based store began to expand its retail presence, and was looking for a rejuvenating new identity to mark the occasion. Wool’s forward-thinking brand not only embodies the restrained principles of its high-end designer offerings but provides them with room for professional growth, moving beyond where they were practically and creatively. 

As such, Wool’s visual identity is led confidently and comfortably by a bespoke logomark, elevating their brand to sit effortlessly alongside their products whilst definitively planting their flag in the luxury interior sector. The logomark itself champions a distinctive contrast created between the chiselled tension of sharp lines and embracing curves, conveying the craft at Wool’s core and their expertise. Accentuated through premium physical finishes, such as layered fabric embossing and gloss finishes, the logomark and its shortened alternative go far in elevating the retail experience of Wool’s practice, manifesting in a tactile expression of type and tone. 

Accompanying the logotype, Wool’s dedicated duo of supporting typefaces reflect the brand’s elegance and expertise, calling on the complementary forms of Schick Toikka’s Noe Text and the utilitarian rigour of Grilli Type’s GT America to do so. Together with the muted, Scandinavia-meets-Hong-Kong-inspired colour palette, the identity’s type, tone and tactility culminate in a notably curated brand experience, creating an uninterrupted attentive world for Wool’s revered retail and reputation to inhabit. Alongside Wool’s visual direction, we designed and developed their social media templates and detailed e-commerce website, optimised to effortlessly handle its heavy functional demands and the abundant need for digital brand extensions. From filtering, searches and customer portals to its editorial spaces and interior design case studies, it was important that Wool’s digital space not only met its needs but represented its defining principles. Principles of curation, creativity and craft.