Since 1973, the Seal of Cotton trademark has stood as an iconic symbol around the world, enabling consumers to easily identify products made with cotton. CottonWorksTM by Cotton Incorporated shares the latest in technology, design and capabilities of cotton with the industry. Their Seal of Cotton Lookbook supports that mission, as well as those that choose cotton for their products. The Lookbook needed a refresh to highlight the latest consumer insights, incorporate a modern, elevated feel, and of course, tell cotton's strong sustainability story.
Encouraging brands’ adoption of the seal
We positioned the Seal as an easy way to differentiate and build trust, tapping into consumers’ preference for the comfort, quality and sustainability features of cotton.
We chose to showcase the Seal of Cotton in a persuasive, fashion-forward lookbook: a format recognizable and relatable to professionals in the textile and fiber industries.
Through engaging, chic design, our lookbook demonstrates understanding of how our audience works — and what consumers want. We establish consumer preference for cotton and recognition of the Seal of Cotton with detailed citations. The lookbook poses the Seal as a symbol of brands’ commitment to cotton’s most beloved features: comfort, durability, and sustainability.
The lookbook shows professionals how easy it is to leverage the Seal, with simple step-by-step instructions for free licensing. We brought the Seal of Cotton to life with point-of-sale mockups that help brands imagine how the Seal might look on their products.
Capturing 50 years of legacy and looking to the future
ERM Shelton created a gorgeous lookbook that re-establishes the Seal of Cotton as a powerful brand marketing tool for brands to improve consumer perception.
The lookbook is featured on the Seal of Cotton webpage, with hundreds of downloads and counting, and has proven to be a valuable lead magnet for display, search and social ads.
Now more than ever, brands know that with the Seal of Cotton trademark, they become part of a legacy that has resonated with consumers over 50 years.
