Sir Tiles: How a Small Brand Made Azulejos Feel Cool Again
Read at Medium HERE
Let’s be honest, if someone told you five years ago that Portuguese azulejos would be turning heads in concept stores from Lisbon to Tokyo, you’d probably raise an eyebrow. But Sir Tiles saw what most of us didn’t.
They didn’t try to reinvent the wheel. They just reframed it. The brand took something deeply rooted in Portugal’s soul, those beautiful, intricate tiles we walk past every day, and reintroduced them to the world, not as heavy souvenirs, but as sleek, modern design pieces you’d actually want in your house (or suitcase).
What made it work? A blend of two things: respect for tradition, and fearless design. Sir Tiles didn't just stick a tile on a coaster and call it a day. They created a world. The packaging felt fresh. The colours were bold but familiar. The tone was proud but playful. And suddenly, something old felt new again.
Tourists loved it, naturally. But it didn’t stop there. The brand found its way into concept stores, hotel lobbies, stylish apartments, and Instagram feeds all over the world. Online sales followed. Quickly.
Sir Tiles didn’t just sell tiles. They sold a piece of culture, reimagined with taste. Proof that when branding meets storytelling, and both are done well, even a centuries-old object can find its way into the future.
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