JOANITA.CO was commissioned by Felti to come up with a concept for new brand images to show the true nature of the product. Made out of 100% wool, Felti’s are natural hand crafted home shoes. Due to the nature of the un-dyed wool as well as the felting process no two pairs of Felti’s are alike. We focused on the natural element by incorporating nature in the shoot, but also added a few lifestyle shots showcasing the comforting feel of Felti on your feet.