A speculative reinvigorated brand identity emphasising locality and vitality for Waverley Mills, Australia’s last remaining fully vertical woollen mill, located in Launceston, Tasmania.

The single-line sheep icon and complementary typographic choice are simple and durable, much like the brand’s products. Launnie, a colloquial name for Launceston, communicates a modern friendliness, with the monochromatic blue colour palette representing the open Tasmanian skies.

This youthful new identity appeals to millennials, who are responsible for ensuring the brand’s longevity.