The complete package.
Proudly Australian, MiniJumbuk has been producing some of the world’s finest wool bedding products for more than 40 years. As Australia’s last remaining wool quilt manufacturer, facing stiff competition from cheaper, lower quality imports, MiniJumbuk needed a new approach that could elevate the brand and clearly convey the unique qualities of the company’s products.
Warming the hearts of Australians.
To create an authentic message that would resonate with the Australian public, the Trout team undertook a learning mission, immersing ourselves in every aspect of the MiniJumbuk business. We visited local sheep farms, interviewed staff and studied the many different wool processing techniques the company applies when creating their unique quilts.
One of the most important insights we came away with related to a new processing technology perfected by MiniJumbuk. This manufacturing process allows MiniJumbuk to create very thin, yet very strong layers of wool that trap more air, giving them amazing thermal properties.
We recognised this new processing technology as a key differentiator for the MiniJumbuk quilt range. But we felt it needed a simple, compelling name that really brought it to life. We called it Airlight Technology™.