Cotton Egypt Association unveiled a new brand identity and digital platform to reinforce its Egyptian Cotton brand as the finest cotton in the world. The fresh, modern look, revealed this month at Heimtextil in Frankfurt, is designed to convey the superior quality and natural beauty of Egyptian Cotton while engaging consumers, retailers and manufacturers with its heritage and values.

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

Developed with UK-based brand specialists 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.

Khaled Schuman, executive director of CEA, said: “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.”

Salesworxs MD Richard Newman said: “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.”