Mara is a self-initiated project exploring how wool could be made desirable again by reconnecting people with the pleasure of knitting and creating with a natural, durable material. The challenge was to move wool away from feeling old-fashioned or purely functional and give it a more contemporary, considered appeal.
The identity celebrates the material and the act of making, using tactile details and subtle references to wool throughout the visual language. This is reflected in the typography, where the extended form of the ‘r’ echoes a strand of wool, creating a small but distinctive connection between the name and the material itself. The identity extends across the products, knitting patterns and wider campaign, encouraging a renewed appreciation for making with wool.
