Ora: The all-round kitchen towel

This case study describes how Better All Round (BAR) launched the world's first round kitchen towel – Ora – in the UK with the belief that innovative design can revolutionise established categories.

Ora: The all-round kitchen towel

Campaign details

Category name: Household goods & home constructionAgency: Acumen Design AssociatesAdvertiser: Better All Round

Executive summary

Ora is the first product to come from British consumer goods company Better All Round (BAR), founded by entrepreneur, Oday Abbosh. Ora turns its back on nearly a century's precedent of square kitchen towel sheets to deliver the world's first round kitchen towel.

Whilst drying his hands on a traditional disposable towel in New York, Oday Abbosh noticed that the corners of the towel were unused. Ora is a product of this thinking...

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