OCA - Organic Cotton Accelerator

Brand Strategy, Tone of Voice & Website

The Organic Cotton Accelerator was created by a group of retailers and NGOs including C&A Foundation, C&A, Kering Group, H&M and the Textile Exchange. It is a B2B initiative, designed to promote the use of organic cotton in textiles, as well as develop and support the supply chain from farmer to retailer. 

We worked with the group to create the brand positioning and values, along with tone of voice and brand identity. The project presented a number of challenges, not least the key collaborators are also in competition. The thinking behind the initiative was 'collaboration in a pre-competitive space'.

This was brought to life in a website and brochure aimed at the retail community to promote Organic Cotton, not as 'better' than non-organic cotton, but as fairer to everyone in the supply chain from farm to consumer.

You can see the website, created in collaboration with Jim Holt of Agitprop here.