Atollon brands Future Fur with a bold identity free of eco clichés

Every label on a Future Fur blanket sits at precisely 36.75 degrees. It’s oddly specific angle at which the woven tag tucks neatly into the corner of the throw. It may have started as a practical product decision but has become one of the identity’s most recognisable elements, carrying through into layouts, packaging and digital assets with a quiet persistence that gives the entire system its playful tilt. This level of detail, where something functional becomes something expressive, runs through everything Australian design company Atollon has built for Future Fur. The product itself is simple. Ultra-soft blankets made from 100% recycled plastic bottles, engineered to handle dogs, kids, beach days and the odd accidental wine spill. Bottles are collected, chipped, melted and spun into a durable yarn whose fibres emulate real fur on a molecular level. The brand is led by Australian podcaster and influencer Ellidy Pullin, whose outdoor-filled lifestyle shapes much of Future Fur’s tone, alongside Ena Pelly founders Danielle Pelly and Tim Wilkins, who bring textile expertise and the practical realities of hands-on motherhood. Together, they arrived at Atollon with a refreshingly direct brief: stand out, feel playful, avoid anything eco-heavy, and build a brand that matched the warmth and honesty of the product itself. “The identity centres around a bold, straightforward sans serif approach,” explains Project Lead Designer Sam Koesterke. “We ultimately landed on Inter after trialling numerous typefaces. It proved to be the clearest answer to the brief. Timeless, clean and approachable, with just enough personality to feel distinctive.” The team uses a single confident weight across the system, a disciplined move that keeps typography from competing with colour, imagery and layout for attention. Nothing overpowers anything else. The wordmark follows the same logic – it’s bold and uncomplicated, graphic in character, designed to anchor the visual language while allowing other elements to do the expressive work around it. “The typography, spacing and layout mirror the tone of voice,” Koesterke shares. “Straight talking. Friendly. Modern.”