Portuguese Flannel

Branding, Featured, Print, Video

Portuguese Flannel


Brothers António and Manuel Magalhães, the 4th generation of a fabric manufacturing family in the north of Portugal, have decided to honor their Great Grandfather’s textile legacy and make their own straightforward, high-quality shirts using these premium cotton fabrics.

For Portuguese Flannel, the Magalhães brothers have committed to use fabrics that are produced in the traditional way, selecting the finest ones from local producers for their shirts, eschewing any trends of the moment. Their inspiration comes from the genuine people from both the coast and the mountains, and their brave and challenging way of living.

The concept is based on the visual exploration of fearless, brave and courageous people.
It aims to value and honor the ancestral legacy of our forefathers, in various fields of knowledge, visually exploring the past with eyes in the future and hands in the present moment.
The idea of raw materials is restored as something spiritual of exceptional value, identifying a culture of sea and land, of a “brave and immortal nation.”

The proposal focuses on a strong and dominant visual universe.

– The brand is a combination of graphic elements that build a graphical environment that refers to Portugal, transposing it to the world.
– The visual experience leads the brand Portuguese Flannel to various typographic and visual compositions, making it richer and more flexible, depending on the characteristics of applications and supports.
– We designed various characters who obey to the concept defined: characters living from the land and the sea, whom represent activities that have a special and intimate relation with nature.
Communication and Collections
Different moods were developed for different seasons and collections. They explore different environments, related to multiple attitudes or personalities. The product was photographed in specific mood sets, like a shelter on Marão forest in the Fall/Winter collection, or the Atlantic sea in a sailing boat in the Spring/Summer collection. The idea was to take advantage of the textures, light, and overall feeling of the scenery, so that the imagination and the feeling of each set gives the brand room to breathe.


Photography: © Le Joy / João Sousa
Handmade Silver Heyrings: Zeca Folhadela
Location: Cais Novo

– Silver Award for Best New Brand at XVII Clube Criativos of Portugal, May 2015
Thx to: António Magalhães, Manel Magalhães, Marta Alburquerque, Ana Fernandes, Cláudia Salgueiro


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