Description:

Loop responds to both environmental and social challenges through a design-led intervention. In Aotearoa New Zealand, strong wool accounts for approximately 80% of total wool production, yet it remains underutilised and undervalued in the commercial market. Public perception and commercial bias continue to favour merino. While strong wool, a durable, renewable, and naturally sourced fibre, is frequently treated as a by-product rather than a valuable resource. This systemic imbalance has had lasting economic impacts on local wool growers and contributes to increasing waste within primary industries.
At the same time, traditional home-cleaning products nylon or synthetic cloths, contribute significantly to microplastic pollution and landfill waste. Loop offers an environmentally conscious alternative within the FMCG sector. A fully compostable cleaning cloth made from strong wool that delivers on both function and ethics. Designed to integrate seamlessly into everyday routines, it reduces reliance on synthetic fibres and promotes sustainability in consumer households.
The intention was to revitalise a dormant local material economy while enabling positive change at the consumer level. Loop gives people an accessible way to support New Zealand sheep and wool farmers and make mindful environmental choices at home. Loop presents a low-impact, high-integrity FMCG solution designed for everyday use and long-term change.
The core idea behind Loop is built on the circular carbon cycle of wool itself. Sheep graze on grass, converting carbon into fibre, which is eventually returned to the soil through composting, forming a natural closed loop. This regenerative cycle informed not only the name but the entire design language and strategy. Loop invites the consumer into this ecosystem as an active participant, reframing cleaning not as a disposable act, but a sustainable one.
The design expresses this philosophy through material choices and form. Recycled card packaging features a bespoke logomark, a continuous line that loops across the surface. The Packaging has softened, rounded edges that mirror the visual language of circularity. The brands copywriting reinforces this narrative with inclusive, educational messaging that positions the user as part of the solution. The product is further supported by a tactile PR box, wrapped in strong wool and sealed with a naturally dyed yarn. Containing two wipe packs and a story booklet, it transforms the unboxing into a moment of connection, grounding the product in both place and purpose.
By centring a locally abundant but undervalued fibre within a familiar product category, Loop enables consumers to support regenerative agriculture, reduce plastic waste, and reimagine their everyday habits. It challenges industry norms and promotes circular design thinking, creating a bridge between environmental responsibility, cultural storytelling, and product innovation.