Abstract

This practice-led research was conducted to examine how the socio-emotional identities of wool felt craftspeople in Dashanbao Loop, China, can inform concrete product-development strategies. Using purposive sampling, five experienced craftspeople participated in semi-structured interviews, on-site observation, and iterative workshops designed around cycles of making, reflection, and remaking of wool felt products. Analysis identified five recurrent identity themes: happiness, calm, courage, attachment to place, and stewardship of heritage in wool felt production. This research systematically mapped these themes to design features—color palettes, motifs from local fauna and flora, and compositional structures—and to choices of materials and processes, primarily wet felting with selective use of needle felting. Methodologically, the research shows how practice-led research can translate tacit knowledge and reflexive insight into explicit design specifications and market-ready briefs. Findings indicate that emotional and cultural meanings function as intangible assets, orienting creative decisions, enhancing perceived authenticity and distinctiveness, and differentiating products while safeguarding craft integrity. The research contributes a practical framework for embedding socio-emotional identity in craft-led product development and a replicable model of designer–craftsperson collaboration that supports safeguarding and livelihoods. Limitations include a single study region, a small sample, and a qualitative emphasis. Future work should test the framework with other traditional materials, add longitudinal and consumer-response evaluations, and integrate sustainability metrics and digital tools to extend reach while maintaining cultural fidelity.