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COTTON:ON
From Capetown to Berlin, Shanghai to Geelong, Dubai to Echuca, Cotton On is turning the world ON. The essence of ‘ON’ was used as a basis for the new brand strategy and brand vision – to be the dominant value fashion brand globally. The story centred around what it meant to be ‘ON’ was used as part of the staff engagement and brand activations.
COTTON:ON
COTTON:ON
COTTON:ON
The colon was used to link the world of Cotton On - the cities, the stores, the people and the ideas that collectively inform the brand. It became a strong graphic device, that extended beyond the logotype, used to introduce new ideas, locations and products in brand communications.
COTTON:ON
COTTON:ON
91 denim – naming and branding for the Cotton On denim collection, inspired by the year Cotton On began in 1991 at The Beckley market in Geelong.
COTTON:ON
COTTON:ON
As part of the rebrand Cornwell developed extensive brand guidelines, which extended across all brand touch points, including print, apparel, advertising, digital and social media, pop-ups, staff engagement pieces and in-store signage.
COTTON:ON