Tearfil Textile Yarns is a visionary spinning mill from Portugal – working with progressive brands, mills and fibre producers looking for the right blend of dedication, transparency and know-how.

Sharing a similar mindset and collaborative working approach we followed their call to help them reimagine and redesign their identity. They invited us to their factory, where we could dig into the archives and learn about their people, products, partners and philosophy. 

With our background in textile and sustainability we had the opportunity to join the redesign process at a very early stage and bring our knowledge of the international fabric mill, agency and brand landscape. And we brought our long time collaborator and sustainable fashion expert and consultant Marzia Lanfranchi to the team. Working very closely together with the management and marketing team we refined Tearfil’s core values, mission and vision and translated them into a consistent communication strategy, market positioning and product strategy.

We identified innovation, responsibility and experience as the key concepts that we focused on during our design process and while creating all written content. Inspired by the movements, rhythms and inner workings of the spinning mill we built the visual identity around a very distinctive sans serif stencil typeface with elegant shapes, strong stroke contrasts and organic drop shapes. While the new logo icon keeps a loose visual reference to the heritage logo from 1973, we did a contemporary take on the idea of twisting yarns to create a strong and recognisable symbol. The existing colour system was refined and extended for Tearfil’s rich portfolio of different yarn collections.

Over the past years we had the pleasure to redesign all company communication materials, including the website, stationary, the website, company presentation and the printed and digital fabric catalogues. We developed the social media strategy and templates and took care of the content calendar and community management. We developed large scale brandings for vehicles and trade show booths. And we especially enjoyed our numerous visits to the factory where the Tearfil team and management gave us a lot of freedom and possibilities to create photo and video content – giving a view behind the curtains, interviewing employees, explaining production processes, or just building fun sculptures.

Client: Tearfil Textile Yarns
Category: Art Direction, Branding, Digital, Editorial, Photography, Strategy, Textile

Team Montebelo: Martin Wunderer (Creative Direction & Photography), Johannes Fürst (Brand Strategy), Marzia Lanfranchi (Sustainable Fashion Expert & Consultant), João Ferreira (Graphic Design & Art Direction), Francisco Pires (Graphic Design & Art Direction), Ana Costa (Marketing & Communication), Ana Kamburova (Project Management)

Team Tearfil: Marla Gonçalves (Sales and Marketing Director), Tânia Lopes (Sales and Marketing, Social Media)