The 2 Litre Towel

Background

Australian Weaving was a small local towel-maker under threat from cheap imported towels.

There was a possibility its plant, the last surviving cotton mill in Australia, might have to close.

The cheap towels were made from poorer-quality cotton, treated with chemicals to make them feel soft and absorbent. But the 'softeners' actually repelled water – defeating the purpose of the towel.

Australian Weaving had to find a way to remind consumers what made a good towel.