Micro Cotton, a luxury brand of premium bed and bath linen, has partnered with Dentsu Aegis Network’s Happy mcgarrybowen to reposition itself with a brand new identity as it expands its footprint to India. Manufactured by Sharadha Terry Products and Kadri Wovens, Micro Cotton currently has a strong presence in over 30 countries worldwide, including the US.
“The Indian luxury market is worth around $18.6 billion and is growing at a rapid pace of more than 30% per year. Today, the Indian consumer has evolved and has ample exposure to international brands. They understand high quality and the value of these products. We feel this is the perfect time to expand our highly successful Micro Cotton brand in the Indian Market,” said G Kannappan, Chairman and Managing Director, Sharadha Terry Products.
As part of the mandate, Happy mcgarrybowen – Design has repositioned Micro Cotton as the ‘Craftsmen of Comfort’. The thought has been extended to the brand’s logo design, packaging and all other forms of communication. The new logo embodies the softness of a cotton bud. The lines weave into an infinite loop, reflecting the brand’s unceasing commitment towards advancing the world of cotton products, using technology and innovation.
The packaging extends the thought of ‘Craftsmen of Comfort’ into a unique design. It captures the craftsmen part by commissioning a wood cut design (a throw-back to craft in the days of yore) which, visually, tells the story of ‘Farm to Fold’ and also communicates the heritage of Micro Cotton.
Commented on the partnership with Happy mcgarrybowen – Design, D Vikram Krishna, Director, Sharadha Terry Products, said, “Being a lifestyle brand, it is essential for us to have a relevant and unique brand positioning and identity. And we are glad that we partnered with Happy mcgarrybowen for this job. The brand identity and positioning have been a great success and we are confident that it will create a positive impact for us in the market. Product packaging designs are distinct and stand out from the clutter. The product packaging is designed to act as a piece of communication by itself.”
PM Praveen Das, MD and Co-Founder, Happy mcgarrybowen, said, “The rebranding reflects both the evolution of the brand as well as its vision for the future, as it brings an extensive collection of its highly acclaimed luxury products to the Indian market. The design was painstakingly crafted over several months for the desired effect. The spontaneous appreciation of the sales force during the launch was a reward in itself for us. We are very excited to continue to partner with Micro Cotton using disruptive and cutting-edge communication to take the brand forward.”