Cotton Egypt Association has unveiled a new brand identity and digital platform for Egyptian Cotton at the Heimtextil trade fair for home textiles that is taking place in Frankfurt, Germany, this week. The modern look is designed to convey the quality and natural beauty of Egyptian Cotton while engaging consumers, retailers and manufacturers with its heritage and values, the association explains.

Developed with a UK-based brand specialist Salesworxs, the new platform places the consumer at the centre of the Egyptian Cotton experience, with a strong emphasis on how the luxury hand-picked fabric feels against the skin. “We believe that everybody should experience the luxuriously soft touch of Egyptian Cotton. We want people of all ages, worldwide, to seek out its strength, softness and durability. It’s all about the personal human touch,” commented Khaled Schuman, Executive Director of CEA.

“Our Sales and Marketing partner Salesworxs created a powerful brand identity, which reflects the brand’s heritage whilst educating our audience as to our core values.”

Increasing consumer demand

“It’s a privilege working with Cotton Egypt Association on a global project to reinforce Egyptian Cotton as the finest cotton in the world, and to bring the brand up to date with a relevant story,” said Salesworxs Managing Director, Richard Newman.

“We know that a brand is a story that is always being told, it’s what people say about you when you’re not around. Egyptian Cotton is without question the world’s finest cotton, our job is to ensure our global audience recognise this when making purchasing decisions on relevant products such as home textiles and clothing.”

The rebrand is designed to increase consumer demand and retailer confidence and will support the CEA’s efforts to rid the supply chain of falsely labelled Egyptian Cotton goods.

Protecting Egyptian Cotton’s legacy

The Cotton Egypt Association is a non-profit association established in 2005 with support from the Ministry of Industry and Foreign Trade. The Association’s mission, working closely with local and international companies involved in the Egyptian Cotton supply chain, is to protect Egyptian Cotton’s legacy of luxury and help promote all Egyptian Cotton licensees and their products.

Cotton Egypt’s mission is to manage, market, promote, license, and monitor the Egyptian Cotton logo and its licensees, as well as guarantee the authenticity of products licensed to use the logo. In addition to working with Egyptian Cotton growers and manufacturers, the Cotton Egypt Association has partnered with the IMC, The Export Councils, Cotton Organizations, NGOs and donors to ensure adhesion to international labour, safety and trade standards.

www.cottonegyptassociation.com