Honest Wolf
Industry
Fashion
Project
Honest Wolf
Services
Brand Identity Packaging Social Content Illustration
Year
2023
Honest Wolf is what happens when third-generation farmers decide to do something remarkable with what they already have. Launched in 2020 by Sophie and Sam Hurley at Papanui Estate, the brand transforms wool from their 25,000+ sheep into durable, eco-friendly luggage and accessories - built to last, and built with purpose.
For almost five years we've built a deep creative partnership - from brand identity, packaging, creative direction, photoshoots, billboard campaigns, eDMs and tone of voice, to copywriting and ongoing social content. The kind of collaboration where you stop feeling like a studio and start feeling like part of the team.
The work is designed to travel with them. A sophisticated, minimal identity built for global expansion - clear, confident and adaptable enough to evolve as Honest Wolf does. Because the best brand systems don't just capture where you are. They make room for where you're going.
