Previously known as Espaço TS, Tereza Stella has been offering clothing and accessories from Brazilian designer brands since 2006. In this new phase, the brand invested in a new name and visual identity to position itself as a fashion curator. A collection of brands, especially exclusive ones, that dress the modern woman with elegance and versatility for work or social life.

For this logo, we prioritized high exposure of the new name on materials in order to increase the area of application and better communicate the change to the public. That’s why we chose a sans serif font in all capital letters.

The symbol is no longer the brand’s main graphic signature, allowing us to work more subjectively with the arrangements of the letters T and S. One of the objectives was to solve the verticalization problem of the previous symbol and improve its applicability. Because of this, the letter “T” was duplicated in the monogram to provide visual balance.

The colors reflect the attributes of an elegant and discreet brand and were inspired by the textures of leather and cotton, referencing the materials used in clothing and accessories. The shapes of the graphics and geometric patterns harmonize with the aesthetics of the store’s new architectural design.

The result is a simple, elegant and versatile brand, capable of adapting to the different themes of fashion collections without losing its essence. In addition, we created a visual system that integrates with the physical space, translating resources used in the store’s architectural design into graphic design.