The Woole Project is a retail-level promotional campaign designed for The Woolmark Company. Wool is a natural, renewable and biodegradable fibre, and the campaign aims to drive demand for Australian Merino wool by promoting these qualities to younger consumers. The Woole Project harnesses our natural desire to touch, and offers a range of tactile woollen surfaces that allow consumers to engage, interact and learn about the natural properties of wool. The campaign also aims to reduce the amount of energy and water used throughout the life cycle of a woollen garment by promoting care and repair.