American Wool

The American Wool Council’s mission is to promote the superior performance of wool versus synthetic fibers, as well as to develop preference for wool that is grown in the U.S. The brand had not been refreshed in decades and had become less relevant despite the resurgence and appreciation for natural fibers by consumers and designers.

SRG was tasked with reviving the brand and increasing its market opportunity. We created a brand vision for the organization centered around the “natural magic” that wool brings to every application and the notion that wool uniquely blends high performance with natural and beautiful—better than nylon, cotton, and even silk. Then we brought it to life and developed a new identity and look and feel for the organization to take to its global partners.