The Trust in Australian Wool brochure is a short-run digitally printed project. Initially sent to us as an INPRINT submission, it’s tactile look and feel caught our eye. So much so that we decided to take a deeper dive.
This editorial-style, limited-run brochure was produced as part of the ‘Trust in Australian Wool’ campaign. This joint undertaking, between Wool Producers Australia and Animal Health Australia, showcases the Australian wool industry as a leading global supplier. It provides extensive information about production practices and sustainability, animal welfare, and biosecurity practices.
Design
Designed by the team at Inklab (Canberra), the art direction and style of the brochure are both vibrant and emotive. The story traces the wool production process in Australia, across the various stages. The designer uses a combination of stunning photos, detailed text, and information graphics to articulate this.
A key design element is the short-cut cover, Singer-sewn onto the main document. The use of thread in the binding provides a soft, tactile aesthetic reminiscent of the comforts of wool. It also pays homage to the use of wool as a woven textile within the fashion industry.
Paper
To further enhance the tactile experience and reinforce the themes of sustainability, excellence and quality—the brochure makes considered use of premium papers. The stocks used are Ball & Doggett Knight Vellum & Sovereign Offset Bright White, both of which are Elemental Chlorine Free (ECF), and Forest Stewardship Certified (FSC), made using pulp sourced from responsible forests and managed plantations.
Bambra Press (Melbourne) digitally printed the brochure on an HP Indigo. The production deliberately avoids using synthetic finishes to reinforce the concept that wool is a natural sustainable product. The finished brochure is available in three languages—English, Hindi, and simplified Chinese. This reflects the diversity and demand for Australian wool. This final project is very much the result of a successful collaboration between the designer, client, photographers, printer, and the paper merchant—each party contributing to the quality of the end product.
Trust in Australian Wool
The ‘Trust in Australian Wool’ brand, also designed by Inklab, draws inspiration from the typographic-based stamps traditionally used to mark and identify hessian wool bales. This historical connection is abundantly evident on the branded campaign tote bags.
The brochure design also pays significant homage to the Australian wool industry. They do this through the use of earthy hues and eucalyptus greens. As well as with a sense of the tactility of the subject. Again this is achieved through the careful choice of paper stocks and binding finish. The bold, simple layouts showcase stunning images, shot for the ‘Trust in Australian Wool’ campaign, by Australian photographers Lean Timms, Raw Pro and Kelley Tunney.
GSM would like to thank Wool Producers Australia, Animal Health Australia and Inklab (Canberra) for their assistance in writing this article.
For more information on Knight Vellum & Sovereign Offset Bright White stocks—go to:
Australian readers: //ballanddoggett.com.au
NZ readers: //bjball.co.nz
