Cotton On

A New Legacy was tasked with revitalising the Cotton On brand identity, creating a refreshed visual language that felt contemporary and energetic while still remaining authentic to the brand’s established heritage and loyal customer base

Recognising that Cotton On’s greatest strength lay in its relaxed, youthful personality and strong brand recognition, the opportunity was not to reinvent, but to evolve by building on existing qualities and amplifying the brands character through expressive colour, typography, and storytelling

Playful colour and typography, flexible layouts, and a cohesive graphic system were developed to create a consistent brand experience across print, digital, retail, onboarding materials, social media, and packaging. The strategy also incorporated icons and visual elements that highlighted Cotton On’s sustainability commitments.

The result was a vibrant and contemporary brand system that reinforced Cotton On’s positive, approachable personality. Dynamic layouts, engaging photography, custom icons, and a suite of playful stickers created a versatile language that adapts across multiple touchpoints while strengthening internal brand culture and customer engagement.

Challenge

Our Challenge was to design a showroom communicating the vision of the development while delivering a uniquely memorable and aspirational visitor experience. The brief required an informative space with a connection to place, lifestyle & community.

Insight

Cradled in the contours of its namesake landmark, Round Mountain development offers a return to a simpler, richer way of life. The timeless beauty of the Australian landscape entwines with the community with the promise of a life lived in harmony with nature.

Strategy

Rather than adopting a conventional, display-led showroom typology, the Round Mountain showroom reimagines the space as an experiential journey, an extension of home that feels both inviting and aspirational, rather than commercial or transactional

Design

The design draws directly from its natural surroundings. Colour becomes the emotional and spatial thread, translating the shifting greens, warm earth tones, and filtered light of the landscape into a calm, layered interior that shapes and connects both buildings.

● 01Revitalizing an Aussie Icon

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.

● 02Expanding the Colour Palette

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.

● 03A Contemporary Look & Feel

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.

● 04A Youthful Overlay

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.

A New Legacy was tasked with revitalising the Cotton On brand identity, creating a refreshed visual language that felt contemporary and energetic while remaining authentic to the brand’s established heritage and customer base.

Recognising that Cotton On’s greatest strength lay in its youthful personality and strong brand recognition, the opportunity was to evolve by building on existing qualities and amplifying the brands character through expressive colour, typography, and storytelling

Playful colour and typography, flexible layouts, and a cohesive graphic system were developed to create a consistent brand experience across print, digital, retail, social media, and packaging.
The strategy highlighted Cotton On’s sustainability commitments.

The result was a vibrant brand system reinforcing Cotton On’s approachable personality. Dynamic layouts, engaging photography, custom icons and playful stickers create a versatile language across touchpoints while strengthening brand culture and engagement.

01 Bringing Fresh Energy

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Overview

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

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02 An Energetic Colour Palette

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Overview

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

+ Read More

03 A Playful Typographic System

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Overview

Our typography also created a playful language, clearly articulating a relaxed brand personality and tone of voice.

04 A Contemporary Look & Feel

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Inspiration Gallery

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

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05 A Youthful Overlay

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Overview

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

+ Read More

Brand Experiences for the Future*

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A New Legacy

Registered Ltd Pty in Australia

We acknowledge the Traditional Custodians of the land we live and work on, the Wadawurrung People, and recognise their continuing connection to the land. A New Legacy is a registered PTY company in Australia. 2026 All Rights Reserved

Cotton On

A New Brand Personality for an Aussie Icon

A New Brand Personality
for an Aussie Icon