Australian Wool Innovation Launches Logo, Marketing

In what it says is the start of a three-year, $120 million campaign, Australian Wool Innovation (AWI) has unveiled a new logo featuring a stylized ram's head as the motif.

Australian Merino wool is being promoted "as the world's best luxury fiber," the organization said. New licensee programs for its trademarked Australian Merino, Superior Merino, and Superior Merino Blend brands "will work alongside the Woolmark, supported by a new accreditation and testing regime."

AWI, a non-profit organization, is funded by more than 35,000 Australian wool-growers, whose sheep "graze one quarter of the country and produce approximately 400 million kilograms of fleece."

Merino wool, widely used in high-end apparel, also is a material in luxury throws and related products.

"We have worked over many months to develop a brand stable that offers new and existing licensees tangible benefits for using Australian Merino wool," said AWI ceo Craig Welsh. "Australian Merino wool is completely natural, biodegradable, sustainable and authentic, making it a sound choice for retailers, suppliers and consumers."

"North America is vital to our plans," added Robert Langtry, AWI chief marketing officer.

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