The Cotton Lives On™ recycling programme was launched to improve the life-cycle of cotton.
The programme strives to inspire sustainable living by educating consumers on cotton’s natural life-cycle and divert unwanted old cottons from the landfill. As a result of this, the programme can help to close the loop on cotton sustainability while emphasising the benefits and environmental stewardship of U.S. cotton. We wanted people to recycle their cottons and show that you can give cotton a new life by transforming it into something new.
Cotton Lives On™ is a trademark of Cotton Incorporated.
We worked with photographer Rocio Chacon and retouching agency Shifting Pixels to create dynamic set of photographs, we then applied the playful brand elements of the cotton stitching to help the brand stand out and highlight the cotton recycling message.
We created the whole brand from the ground up developing a word mark and a logo to represent the brand. Typographic styles, tone of voice, photography guidelines all wrapped up in a brand toolkit to help tell the story of the brand by defining how the Cotton Lives On™ brand should be represented to the world.
The logo, brand mark & logotype
We created brand videos in a playful stop motion style, that were designed to be featured on the website.