Cotton On

A New Brand Personality
for an Australian Icon

Client
Cotton On

Location
Global

Date
‍2025

Scope
‍Creative Direction
Design Strategy
Graphic Design
Content Creation

Taking a fresh look at the Cotton On brand to create a playful and contemporary new brand language.

Tasked with revitalizing the Cotton On brand, A New Legacy sought to infuse it with fresh energy. Our goal was to pay homage to its visual heritage, crafting a look that resonates as both new and authentically established with its dedicated fanbase.

We expanded the brand colour palette to enhance the Cotton On red, creating a versatile foundation.

Focusing on contrasting and complementing colours, we developed a vibrant palette with softer neutrals and punchy bold tones. Our typography also created a playful language, clearly articulating a relaxed brand personality and tone of voice.

Bringing it all together to create a refreshed look & feel for screen and print guidelines.

We established dynamic layouts reflecting the brand's youthful energy and seamlessly integrated Cotton On's dedication to great photography. This transformed new staff onboarding, making the Cotton On story and brand values engaging and exciting.

Finally, we crafted a suite of playful stickers that truly celebrate the brand's positive, can-do attitude.

We crafted a youthful overlay using the brand's refreshed colour palette and typography, as well as a collection of icons that highlight the Cotton On environmental commitment. The entire system was built for seamless integration across print, labels, web, and social platforms.