Cotton Council International (CCI) is revitalizing and re-launching its 25-year old flagship brand, COTTON USA. Since 1989, over 50,000 product lines and 3 billion products have proudly carried the name COTTON USA. That translates into about 100 million bales of cotton.

“Our brand has been highly successful,” CCI President Jordan Lea said. “However, the global marketplace has changed dramatically and become more competitive because petroleum-based fibers are often cheaper. The new generation of consumers needs to hear why cotton is such a wonderful product and why U.S. cotton is the premier cotton.”

In addition to a new logo, the re-launch includes a revitalized brand vision emphasizing purity, quality and responsibility, as well as new promotional and merchandising tools, which will be rolled out in stages and globally over the next year.

To develop and express its new brand identity, CCI worked with AR New York, a brand-focused agency that is part of the Publicis global network of agencies. AR’s clients have included global companies such as Revlon, Brooks Brothers, Banana Republic, Valentino, Lands’ End, DFS and Jimmy Choo.