![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/4a50b9164350917.63f55a7881164.png)
Background
A Têxtil J.Serrano é hoje uma das maiores indústrias de produtos têxteis do mundo. Em uma planta fabril de 100 mil metros quadrados, em São Paulo, a empresa se dedica à produção de tecidos para o setor moveleiro, tapetes, colchas e pisos de PVC para decoração.
Estúdio Kuumba © 2022
Posicionamento de marca & Redesign de Identidade visual
Posicionamento de marca & Redesign de Identidade visual
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/72afd3164350917.63f55a7881ea2.png)
Desafio
Nosso desafio foi desenvolver um posicionamento estratégico inspirador e um redesign de identidade visual conectada aos atributos de modernidade ao comportamento da empresa, considerando a tradição e criando uma distinção para um nicho de mercado que procura uma atenção especial ao detalhe e que valoriza a exclusividade.
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/2d8c10164350917.63f55a7884f5d.png)
Solução
Depois de definir o posicionamento, as diretrizes e a estratégia de expressão, buscamos traduzir a credibilidade e a solidez da nova J.Serrano em uma marca moderna e capaz de sintetizar seus principais atributos. Assim, a inspiração surge do Stencil art, uma técnica pré-histórica que consiste na estampagem em serigrafia têxtil, num recurso ao passado enquanto paralelismo para o trabalho desenvolvido para J.Serrano: modernidade com inspiração no que de melhor se fazia antigamente.
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/0e9147164350917.63f55a78866ca.png)
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/ec0745164350917.63f55a7882ad9.png)
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/5ba47a164350917.63f55a788433c.png)
Planejamento Visual
Esses atributos aparecem não so no logotipo, como na utilização moderna da cor, em contraste com as distribuições gráficas, representada pelo “ponto”, encontramos o inicio da tecelagem, a qual é capaz de criar diferentes produtos, para diferentes ambientes e com diversos formatos.
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/6a52b0164350917.63f55a7888a87.png)
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/c93e43164350917.63fe920d3a6e7.jpg)
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/4ed352164350917.63f55a7887279.png)
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/bd0bc2164350917.63f55a7887e14.png)
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![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/ae6684164350917.63fe920d37fbe.jpg)
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![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/79c154164350917.63fe920d3b8cf.jpg)
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/dd3f8e164350917.63f55a788a358.png)
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/c9752f164350917.63ff7c2926fc1.jpg)
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![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/1e67b1164350917.63fe920cbd9b7.jpg)
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/959e7a164350917.63fe9e15ba0b8.jpg)
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/ca594d164350917.63fe920d39461.jpg)
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/b118bc164350917.63fe920d37046.jpg)
![brand brand identity branding identity textile textile design visual identity furniture](https://mir-s3-cdn-cf.behance.net/project_modules/1400/f8a22c164350917.63f55ecdb0564.jpg)
Thanks for Watching
Estúdio Kuumba © 2022
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