How agood company found a better kind of premium with Woola packaging

For André Persson, Creative Director at agood company, every detail matters — especially when it comes to brand experience. Known for their bold vision and thoughtful design, agood company sells everything from phone cases made of old candy boxes to water bottles made from recycled steel and notebooks made from stone.

Last year, agood company realised they needed to switch out their postal packaging. The Stockholm-based retailer wanted to switch out their brand-colored cardboard boxes that no longer matched their sustainability goals or budget targets.

They needed something that looked good, felt premium, and aligned with their values. That’s when they found Woola.

A premium feel that doesn’t cost the planet

Before Woola, agood company used FSC-certified cardboard boxes with custom red colour exteriors and black insides. These looked high-end but came with both a hefty price tag and footprint. 

“We were looking for a packaging solution that matched our values — circular, thoughtful, and with a story to tell. Woola felt more aligned with who we are as a brand.”

– André Persson, Creative Director at agood company

In addition, the brand struggled to find protective padding or void fill that wouldn’t scuff their phone cases or clash with their aesthetic.

Enter Woola’s padded envelopes made from waste wool.

“When we discovered Wool Envelopes, it was a no-brainer decision. It’s the most sustainable padded envelope I’ve seen,” says André. “And it’s premium — but in a different way. Sustainable premium. It just fits us.”

agood company is big on circularity. They call their product return loop agoodloop™, encouraging customers to send back used items so they can recycle them into new ones. So, the reusable nature of Woola packaging fits right in.

“It helps us build a brand that’s all about doing better,” says André. “And the unboxing experience? That matters, too. Woola makes it feel special.”

Still, as a team obsessed with design, they’re not stopping here. André and his team are thinking about more ways to customise the packaging — adding scent or other custom touches to make the unboxing a unique experience. “We want people to open a package and think, wow. And maybe even keep it,” he says.

Since switching to Wool Envelopes, the company has reduced packaging costs without compromising on the look and feel that customers love. The wool padding also solved the issue of products getting scratched.

Creating better products and packaging

Although sustainability is at the core of what both agood company and Woola do, we know sustainability doesn’t sell. 

“No one buys something just because it’s sustainable,” André says. “Our belief — and our bet — is that sustainability should be a given. We compete on design, function, and price. And then, it just happens to be better for the planet, too.”

Take phone cases, for example. agood company’s cases offer the same protection and design quality as conventional ones — but with a radically different story. They’re made locally, from recycled materials like school glass and old candy boxes, or even from plants. Fully circular by design, they’re not just better for your phone — they’re better for the planet too. That’s how purpose-led products can outcompete the unsustainable ones.

André sums it up:

“It's not just better for the planet — it’s a better product, period.”

This is music to our ears at Woola, as we’re replacing plastic packaging with wool. Sure, wool padding offers similar cushioning to bubble wrap, but it also protects from temperature extremes and humidity. Not to mention the reuse and compostability properties. So, to echo André: wool packaging is not just more sustainable, it’s better packaging.

Looking for packaging that’s sustainable and sleek?

Woola helps purpose-driven brands like agood company deliver on their values without compromising on quality. Curious to see how it could work for you? Request a sample or find out more about Wool Envelopes.