Alex Hunting Studio’s identity for Wool captures the curation of Asia’s leading furniture store 

Originally an interior sales agency, Wool brings up-and-coming Nordic brands – such as MENU, TEKLA and Santa & Cole – to East Asia. High-quality products that are reflective of the slow-living and holistic ethos of a Scandinavian lifestyle. Now with a studio store located in Hong Kong (slow living meets the city’s bustle), it was only a matter of time before the company expanded its reach with an online store. London-based creative agency Alex Hunting Studio, the creative mind behind Kinfolk’s design direction, not only built the new website, but also crafted the packaging and overarching identity system. And in doing so, has captured the world of Wool in a straightforward and timeless visual language. The centrepiece of Wool’s new look is a bespoke wordmark. By prioritising geometry and symmetry within the letters’ elegant forms, Hunting has highlighted the effortless simplicity of the brand whilst also cementing it in the luxury space. The candelabra-like ‘W’ alone feels like it belongs in a showroom.