Honest Wolf

Honest Wolf is a project by LucyKirkwood

Published on
October 30, 2023

We've had the privilege of collaborating with Honest Wolf on their rebranding journey and preparing them for global expansion. Launched in 2020 by Sophie and Sam Hurley, third-generation farmers at Papanui Estate in New Zealand's North Island, Honest Wolf is dedicated to transforming the wool sheared from their 25,000+ sheep annually into durable, eco-friendly luggage and accessories for everyday use.

For nearly two years, we've been deeply involved in crafting a sophisticated new brand identity and refreshing all their touchpoints, including packaging design, eDMs, tone of voice, copywriting, creative direction for product and lifestyle photoshoots, billboard campaigns and ongoing social content creation. It brings us immense joy to collaborate with clients and brands that share a profound commitment to both the planet and its people.

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