Tenowa strengthens its sustainability positioning with a new visual identity

Tenowa has unveiled a new visual identity designed to reinforce its positioning as a benchmark for sustainability. The rebranding includes a complete redesign of the logo and graphic identity, as well as the introduction of new product labels.

At the heart of the new logo is the letter “W”, designed as a flowing thread that evokes interwoven textile fibres, visually representing the recycling and transformation processes that are at the core of Tenowa fabrics.

The remaining typography adopts a more classic and structured style, reflecting the quality, strength and durability of the brand’s products. The new identity is further supported by a nature-inspired colour palette, featuring olive green and cream tones that embody the sustainability and circularity values associated with Tenowa.

“This rebranding is the embodiment of our ambition to continue investing in the Tenowa brand, reinforcing our commitment to leading sustainability in the textile industry and supporting our customers and partners in achieving their transparency goals for their products.”

Transparency is, in fact, one of the brand’s core pillars. To support this commitment, Riopele conducted a cradle-to-gate Life Cycle Assessment (LCA) of Tenowa fabrics, enabling brands to communicate their environmental impact more transparently and on the basis of measurable data.

On average, every 1 kg of Tenowa fabric reduces environmental impacts by 83% (*) when compared to 1 kg of conventional fabric.

This commitment is reflected in tangible results:

• At least 50% recycled raw materials;
• Up to 99% lower water consumption;
• 51% lower climate change impact.

(*) Value calculated based on the normalised results of the different impact categories assessed through a cradle-to-gate Life Cycle Assessment (LCA), under the modelled conditions.

More than a visual update, the new identity is a reflection of a strategy aligned with one of the textile industry’s most significant trends: making sustainability measurable, verifiable and an integral part of both the value proposition and brand storytelling.