Têxtil J.Serrano is today one of the largest textile product industries in the world. In a factory covering 100,000 square meters in São Paulo, the company manufactures fabrics for the furniture sector, carpets, bedspreads and PVC flooring for decoration.

Our challenge was to develop an inspiring strategic positioning and a redesign of the visual identity connected to the attributes of modernity in the company’s behavior, considering tradition and creating a distinction for a niche market that seeks special attention to detail and values exclusivity.

After defining the positioning, guidelines and expression strategy, we sought to translate the credibility and solidity of the new J.Serrano into a modern brand capable of synthesizing its main attributes. Thus, the inspiration comes from Stencil art, a prehistoric technique that consists of screen printing on textiles, using the past as a parallelism for the work developed for J.Serrano: modernity inspired by the best that was done in the past.

These attributes appear not only in the logo, but also in the modern use of color, in contrast to graphic distributions, represented by the “point”, we find the beginning of weaving, which is capable of creating different products, for different environments and with different formats.

The result is a complete, modern and inspiring redesign, from the logo to the printed and digital materials. Ready to differentiate from your competitors and boost sales of your products.