A brand identity for exquisite alpaca wool.

We were approached by an award-winning alpaca stud farm in south western Australia to create a new brand identity. Our client explained how they wanted to start marketing their beautiful balls of wool. They had identified the reinvigorated knitting and crocheting community as the perfect market for their product which is amongst the finest, softest wool around.

Stitching our ideas together.

The new brand is called Mama & Moon. After initial brand discovery sessions with our client, we decided to draw inspiration from the Incan civilisation, whose people called alpaca wool the ‘fibre of the gods’. The name has a premium ring to it with a soft edge to appeal to craft and knitting enthusiasts while also giving a nod to Incan history. The name is an amalgam of two Incan gods: Mama Ocllo, who taught young Incas how to weave; and Mother Moon. Together they form a set of words with an appealing sound and an internal logic thanks to the weaving reference drawn from the Incan heritage.

The logo device is a reflection of the gods referenced in the brand name, while reinforcing aspects of the product. We created a circular marque which is partially a ball of wool and partly a crescent moon. This is combined with a logotype in a serif font with a slightly quirky style that uses a combination of upper and lower case style characters. This ensures the typography has an overall sense of quality while remaining and distinctive. The cherry on the ball of wool, as it were, is the logo strap line. We developed ‘Heavenly Alpaca Wool’ as a way to evoke the exquisite quality of the product while hinting at the gods alluded to in the name.

Once the brand was fully developed, we created stationery, packaging and exhibition materials to help the team sell online and at shows.


“We’re all so excited at the stud farm to see our new brand come to life in such a creative and inspiring fashion. Bob has created a fantastic brand for us and been nothing but a pleasure to work with all along the way.”

Owner, Alpaca Stud Farm