In partnership with Pillowtex, the parent company of Cannon, Graj + Gustavsen strategically positioned the century-old Cannon brand to enhance its position within the booming home market. With value-oriented consumers in mind, G+G developed a new brand platform that embraces domestic heritage and the spirit of relaxed simple living. G+G's concept melds early American estate style with a modern loft-like aesthetic that "takes the starch out of tradition."