Cool Merino Tencel is a new hybrid product from Wilderness Wear made from an ecologically friendly wood pulp and wool. Research established that the pulp component fortuitously comes from plantation eucalyptus trees so the project team played that card as part of the client’s Australian story – hence the abstracted rounded green forms (eucalyptus cinerea) in the central design.
Naming and packaging for Wilderness Wear’s new activewear range launched in 2018. ‘Cumulo’ is made from 150gsm Tasmanian Superfine Merino wool, the lightest fabric in the company’s product range.
Wilderness Wear publishes numerous advertisements annually to the topics of new product or events and causes. Published in Australia’s Outer Edge magazine, this advertisement features a Sydney-based climber with an ambassador role for the client in promotion of a women’s adventure outdoor film festival.
The company has been working with Wilderness Wear and its online presence for many years, having seen a number of upgrades put in place. Work through 2017/8 saw changes to the home page and standard content page designs along with upgrades to content formats to easily allow addition of product reviews, media commentary, technical information, personnel profiles and the like. The site is driven by Magento Community, which naturally sees limits pushed, and has seen a number of custom options added to serve its growing use as an e-commerce site.
As part of Wilderness Wear’s marketing mix, an overhaul to the brand’s social media activity was put in place in the first half of 2017, with Instagram being chosen as the primary media for the purpose. The strategy involved a variety of post types including competitions, product information, company information and process, all of which are recognised as useful points of engagement for discerning users of technical outdoor goods, including clothing. Posting weekly, the effort is seeing an increase in followers, improved engagement on a one-to-one level, opportunities for product testing and review, as well as leads to retail and sponsorship.
Project inputs included client workshops, process determination, creative direction, writing and photography, as well as posting and engagement with individual followers of the client’s Instagram account.
With the introduction of numerous new products into their sock range, Wilderness Wear adopted a change-over packaging concept for all items. There are sixteen packs in the new set, each with a unique photographic image, with the remainder being updated within production cycles. The packs are made up of two components: a custom designed and screen printed polypropylene hanging card, with a printed sleeve. Together these forms are a more economical packaging solution than previous and provide a stand-out presence for the product in one-to-one settings.