Reimaginaing a new campaign built around clarity, authenticity and ease.
TOOLS
Illustrator, Photoshop, Procreate
TIMELINE
10 Weeks, Summer/Fall 2025
PROJECT OVERVIEW
This project reimagines Cottonworld’s—one of India’s pioneering natural-fabric apparel brands known for its timeless, comfortable, and sustainably made everyday essentials—brand expression through a new campaign concept built around clarity, authenticity, and ease. Rooted in the brand’s purpose of creating timeless, comfortable essentials from natural materials, I collaborated with the PULP team to develop a strategic and visual direction that brings Cottonworld's core philosophy to life with a fresh, emotionally resonant tone.
I came up with concept of “Simply Put” which quickly developed into the foundation of the campaign: a distilled, honest way of communicating what Cottonworld stands for and why it matters today. By drawing from the Explorer archetype, millennial values, and the rising culture of slow living, the campaign reframes comfort as a form of self-expression. The result is a brand story that feels effortless, grounded, and deeply human—designed to empower people to show up as themselves, simply and confidently.
DEVELOPING A BRAND SYSTEM
Simply Put,
Building on Cottonworld’s brief, I set out to craft the visual language for Simply Put. I utilised earthy tones with a single bright accent that stayed true to the existing brand while expanding it for the new campaign. I explored colour, typography, and layout systems across social media and presentation formats to understand how the visuals and imagery could come together in a cohesive, expressive way.
ABOUT
ETHOS POSTERS
Applications
Simply Put,
To understand how the campaign would function as a cohesive visual system, we used one of Pulp’s core strategies: rapidly iterating on social media layouts. Instead of designing a full, perfected grid, we experimented with a range of rough compositions—testing how type, colour, copy, and imagery interacted in different formats. This low-pressure, exploratory process helped clarify the tone, pacing, and personality of the campaign, allowing us to see how Simply Put could live online in a way that felt natural, engaging, and true to the brand.
Packaging & Merchandise
CLOTHING TAGS
PACKAGING APPLICATIONS
Applications
Brand Communications
“MADE IN INDIA” T-SHIRTS
