The Woolpack are the imagined cast behind Sheep Inc. — a set of characters who embody the brand's world. The Sheep Collector. The Knitwear Historian. The Sheep Whisperer. The Knitting Champ. Each with their own obsessions, opinions and wardrobe to match.
A brand universe told through the people who'd live in it — introduced across sheepinc.com, a dedicated lookbook, email, paid social and Instagram.
sheepinc.com
Lookbook — Mobile
Lookbook — Desktop
Instagram Stories
Instagram Grid
Paid Social
Email Campaign
I'm a multi-disciplinary creative with 19 years' experience in the fashion and beauty industry. My work spans brand identity, campaign, digital experience, packaging and product — across both digital and print, from concept through to delivery.
I've worked with large, established brands as well as smaller labels and startups, which means moving comfortably between building something from scratch and evolving a brand that's already out there.
Brands include Sheep Inc., Crabtree & Evelyn, White Stuff, Ted Baker, ASOS and Hobbs.