TEJUELAS
COPPERWOOD
Tejuelas Copperwood is a small family business from Chiloé, in southern Chile, that makes impregnated pine shingles, the wooden scales that cover houses all over the south. They had a good product, CORFO backing and no real brand yet.
The challenge was to look serious enough for architects and builders without losing the handmade, southern character that makes the product worth choosing.
The mark came straight from the product: one shingle with a pine tree inside it. From there I kept the system quiet, using forest greens, raw wood tones and a clean sans-serif, so the wood and the landscape could do the talking.
Then I designed and built the website in Webflow, where people can see the product, real projects and ask for a quote.
The old logo tried to say everything at once: sunset, mountains, leaves, two colours of text. The new one says one thing.
Two routes we explored before landing on the final mark. The client chose the pine shingle for its more corporate feel and stronger connection to the forest.
One shingle, one pine. The mark is the product.
Colours taken from the southern forest and untreated pine.
Built for architects and builders: product specs, real projects and a quote form, a few clicks away.
Content system for Instagram built on three things: product, process and place.
