The Organic Cotton Accelerator was created by a group of retailers and NGOs including C&A Foundation, C&A, Kering Group, H&M and the Textile Exchange. We worked with the group to create the brand positioning and values, along with tone of voice and brand identity. The project presented a number of challenges, not least the key collaborators are also in competition. The thinking behind the initiative was 'collaboration in a pre-competitive space'.
This was brought to life in a website and brochure aimed at the retail community to promote Organic Cotton, not as 'better' than non-organic cotton, but as fairer to everyone in the supply chain from farm to consumer.
You cans see the website, created in collaboration with Jim Holt of Agitprop here.