Athos Fabrics
Repositioning the branding strategy of Athos Fabrics to propel its future with Texia
Repositioning the branding strategy of Athos Fabrics to propel its future with Texia
Branding strategy
Corporate branding
Digital communication
Editorial design
Challenge
Creating the Athos Fabrics branding aligned with the business strategy and brand values of Grupo Texia
In 2023, Grupo Texia acquired Athos Fabrics, a company based in Alcoy with over 30 years of experience in the artisanal production of textile tablecloths for haute cuisine. This acquisition was part of their business growth strategy focused on creating industrial and manufacturing synergies.
Athos Fabrics not only strengthens Texia’s market position but also diversifies its offerings and allows for expansion into new segments and markets, thereby enhancing the competitiveness of both companies.
Texia once again entrusted us to lead this significant project. Our challenge was to review and develop the branding strategy, corporate branding, and current product portfolio of Athos Fabrics, aligning them with the brand values and business strategy of the Grupo Texia.
In addition, we needed to define their communication to effectively convey the new brand, products, and services to their primary audience: the professional channel of haute cuisine.
Process
Crafting a branding that reflects quality, tradition, and its new alliance with Grupo Texia
We examined Athos Fabrics and its closest competitors, redefined the brand architecture of the group to incorporate Athos, and determined its channels.
Based on our observations, we identified the values that best defined Athos Fabrics and contributed to the group: efficient, specialised, and exclusive service; top-quality bespoke textiles that enhance the culinary presentations of their clients; and an entirely Spanish artisanal production process that matches the talent of their collaborators.
With the new positioning and values, we crafted a narrative that explained and highlighted the group’s decision to acquire the brand, validated Athos’s way of being and acting, retained existing customers by confirming shared values, and attracted potential clients.
We decided that the tagline best conveying its essence and contribution to the channel was “Made-to-measure table linen for fine dining”.
Once the strategy was defined and approved by the client, we initiated the creation of the new Athos Fabrics corporate branding.
Given that the brand focuses on offering made-to-measure table linen for fine dining, our creative concept was to position Athos as a luxury fashion brand by emphasizing its artisanal nature.
We developed their corporate identity using the Sackers Italian typeface, a handcrafted font that evokes classical and elegant cursive calligraphy, with flowing letters featuring a strong contrast between thin and thick strokes.
Its ornamental appearance conveys elegance and tradition with a sophisticated and personal touch, achieving a strong visual impact. Despite its ornamental nature, this typeface retains good readability, and we worked on the ligature between the “o” and the “s” to improve the correct reading of the brand.
For the secondary typeface, we chose GT Pressura Mono Light, a modern monospaced font. Its clean, minimalist, and geometric design makes it versatile for all applications. Its fine lines give a delicate and subtle appearance, and its lightness maintains high readability even in smaller sizes, thanks to its clear and open forms.
We developed their corporate identity using the Sackers Italian typeface, a handcrafted font that evokes classical and elegant cursive calligraphy, with flowing letters featuring a strong contrast between thin and thick strokes.
Its ornamental appearance conveys elegance and tradition with a sophisticated and personal touch, achieving a strong visual impact. Despite its ornamental nature, this typeface retains good readability, and we worked on the ligature between the “o” and the “s” to improve the correct reading of the brand.
For the secondary typeface, we chose GT Pressura Mono Light, a modern monospaced font. Its clean, minimalist, and geometric design makes it versatile for all applications. Its fine lines give a delicate and subtle appearance, and its lightness maintains high readability even in smaller sizes, thanks to its clear and open forms.
We also developed their product portfolio/catalogue, showcasing the haute cuisine clients with whom the company collaborates. Its design highlights the versatility of their high-quality textiles to adapt to the client’s needs while maintaining Athos’s unique essence and personality.
Finally, we transferred the branding and product portfolio to their digital communication. Their new website is an intuitive and visually appealing platform focused on maintaining a direct dialogue with the leaders of haute cuisine.
It not only presents the company and its textile products but also offers ideas, inspiration, and possibilities so that, like a blank canvas, clients can personalize their spaces with bespoke textiles that reflect their brand and creative concepts, ensuring each piece is unique.
Result
A branding with strong visual personality that creates relevance and differentiation
Overall, this comprehensive project has enabled Athos Fabrics to continue as a leading name in the textile sector, now with an image and strategy that, while reflecting its essence, support its growth and future with Texia.
We have created a distinctive, attractive, and unique identity that generates relevance and differentiation, meeting the expectations of their demanding clients. At the same time, it remains coherent and aligned with the strategy and values of Grupo Texia.
The new branding and communication strengthen the brand’s market position, attracting new customers and retaining existing ones.
Concept, Art Direction, and Design: NOMON DESIGN
Photography: Iván Caster
Chef, Home Economist & Food Stylist: Amanda Laporte
Web Development: Program Studio
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