![An Australian farm, windmill, and water tower. The early morning sun casts light over the fields.](https://assets-global.website-files.com/628dc189db3e44db39adbced/6386cb34ac142f3aa980dbea_MJ_Intro_1.webp)
insight
The pandemic placed a new emphasis on the home as a sanctuary and elevated the importance of self care
Consumers were simultaneously seeking locally made and more socially-conscious purchasing decisions. MiniJumbuk’s new quilt positioning would perfectly align with these powerful new market trends.
![Various sheep walking across a grassy field on an Australian farm.](https://assets-global.website-files.com/628dc189db3e44db39adbced/6386cb34d6797e3b2b5648e6_MJ_Intro_3.webp)
![An Australian farmer from behind, glancing over his shoulder.](https://assets-global.website-files.com/628dc189db3e44db39adbced/6386cb3408495c1dc41c1393_MJ_Intro_2.webp)
![A farmer holding a large bundle of wool, freshly sheared from a farm sheep.](https://assets-global.website-files.com/628dc189db3e44db39adbced/6386cb34b2ea188206c89138_MJ_Intro_4.webp)
![An animation going between shots of Australian farmers, the limestone coast, and sheep. Between each shot are the words 'Partnering with local farmers', 'In the heart of the Limestone Coast', and 'Happy sheep, heatly sleep'.](https://assets-global.website-files.com/628dc189db3e44db39adbced/638400d541973c63888e4a81_minijumbuck-solution-min.gif)
solution
Australian inside and out. A unique story about the finest wool in the world
Trout crafted a new promise for the brand ‘Happy sheep. Healthy sleep’. This promise would inspire every aspect of the new quilt range.
BRANDING
Vividly telling our origin story
As one of the only wool bedding manufacturers still owned and operated in Australia, MiniJumbuk’s products are testament to its unique surroundings - the beautiful Limestone Coast region of South Australia.
![The brand elements for MiniJumbuk, featuring typography and colours for the five product ranges: super cool, cool, everyday, warm, and thermal.](https://assets-global.website-files.com/628dc189db3e44db39adbced/6386cb34b348d1e6c734d227_MJ_Scroll.webp)
packaging
Bring the tranquility of the Limestone Coast to the retail experience
Minijumbuk brings a moment of peace to busy store shelves. Packaging wrapped in imagery of the coastline, green fields and rolling waves combine to form a billboard that showcases the location and tells the origin story of the brand.
![A stacked collection of MiniJumbuk boxes on an Australian farm. The entire product range is shown.](https://assets-global.website-files.com/628dc189db3e44db39adbced/6386cb3440978c175f2d4eff_MJ_Gallery_1.webp)
![A collection of MiniJumbuk boxes strewn out in a line in front of a tin shed.](https://assets-global.website-files.com/628dc189db3e44db39adbced/6386cb34745e45f0ffc388e2_MJ_Gallery_2.webp)
![Two MiniJumbuk boxes stacked on top of each other, next to a quilt folded over a wooden ladder.](https://assets-global.website-files.com/628dc189db3e44db39adbced/6386cb34745e4561b9c388e3_MJ_Gallery_3.webp)
Campaign
Connecting customers with the farmers behind their bedding.
Customers who want to go deeper are rewarded with rich storytelling. Each box displays a QR code that links to a short film showcasing the local farmers who produce the high quality wools of the region.
These short films are also available on Minijumbuk’s digital channels, where customers can find out more about the heritage of each product.
outcome
Wool bedding backed by nature’s spectacle and beauty
5
unique product stories.
500,000+
campaign video views.
Strategy
Keegan D’Mello
creative