About the project

This exciting project involved creating a look and feel for a new premium brand and product in the hand knitting yarn industry, capable of reaching an international audience with an authentic Australian back story. I hd the good fortune to work with Asprey Creative on the logo and the innovative swing tag label, which really set this product apart from others of its kind in this market.

For the imagery and styling, I kept in mind the end consumer of this product - a DIY kind of a lady who is not looking for high fashion content but is interested in the detail of the garment she might want to make, Accompanied by images taken on location at superfine sheep farming properties, this concept collection tells a delightful provenance story of Australian wool.


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Ann Morgan


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