Somelos Tecidos is one of the top European players in the production of fine fabrics for the shirting industry. The company started in 1958 and wanted to update its image according to the evolution of its business. Therefore, they challenged us to rethink the brand strategy and visual identity.
Based on an in depth analysis with the company’s stakeholders we realised that Somelos had their values and functional attributes well worked out, but it lacked emotion and brand cohesion. We had therefore to find out the genuine reason for its existence. We started our work by focusing on the basic patterns of their activity and on the values of their essence and we realised that this company’s uniqueness lies in its partnerships with some of the best fashion brands in the world. We developed a brand positioning which also works as brand signature. “Everlasting Patternships” is the wordplay that symbolically represents the intertwine of the words Partnership and Pattern, as in the actual weave of the weft and warp so proper to the fabric making process. This signature achieved the irreverence and modernity that the brand was asking for to set itself as an up to date brand in its market
On the basis of this promise, we rethought the visual identity of the brand. The goal was to create a strong and appealing image, which demonstrated the legacy but was also contemporary. We inspired ourselves when designing the font on the thread that symbolically drives and interlaces in the weft and warp. The choice of using bold on the font gives assertiveness and strength to the identity, which assumes different personalities through seven different graphic patterns. These reinforce the company’s capacity for creative adaptations to please the clients’ requests. The richness of this identity allows the graphic patterns to unfold according to the company’s needs, as it happened in the development of the FW16 collection catalogue. Integrated in this 360º rebranding strategy, we rethought the website and online presence, the participation in fairs and other points of contact with clients, as well as internal teams.
– A strong impact in the main fairs of the industry;
– A great reception from potential new clients;
– A greater connection from internal teams with the brand values which led to a more coherent communication.