Celery teamed with Bellwether to develop a new brand identity and packaging system. Bellwether has figured out a clever way to create high-quality home insulation from the ninety-percent of all sheep’s wool that is unusable in the textile industry and therefore typically ends up in landfills. Celery designed a package system made from recycled rice sacks, capturing the value in another material that's typically destined for landfill. The simple packaging is paired with a fresh and bold identity system built around a puffy letter 'B'. The stystem was designed to evoke the qualities of the wool product and to reproduce well with very low-tech printing techniques.