5 Steps Toward a Refreshed Brand Identity

A 30th anniversary often inspires reflection, a moment to revisit a company’s history, clarify its direction, and refine what must evolve to stay coherent. For La Tuilerie, this milestone led to a thoughtful exploration of its brand identity, guided by Brand Lead Maude Lavertu.

This evolution allows La Tuilerie to express who it truly is today: a design-driven, customer-focused company with a carefully curated product range that has significantly evolved in quality and aesthetic value over the last years.

A key driver of this shift is the arrival of Nicolas Costard, our Principal Buyer. His expertise enhances our ability to identify emerging trends, source responsible materials, and select distinctive, high-quality products that reflect a more premium direction.

This curation-forward approach sets La Tuilerie apart in an industry where many competitors rely heavily on a “products in stock” business model.

Updating our brand identity was essential. It needed to rise to the level of our offering and visually represent the elevated standard we now embody.

Here are the five steps that shaped this renewed identity.

1. Revisiting the Essence of the Brand

The process began with a simple question: What should La Tuilerie express after 30 years?

Maude describes this moment:

“You may have noticed over the past few weeks, but La Tuilerie has given itself a little makeover. I wouldn’t say it was a complete rebranding but more of an update or refresh of our brand image.”

The intention was not to reinvent everything, but to refine what already existed and strengthen the brand’s coherence.

2. Reaffirming Our Values

Maude explains why this refresh was necessary:

“La Tuilerie is celebrating its 30th anniversary this year. And just like people, turning 30 comes with introspection. For us, it became clear that La Tuilerie is the perfect mix of human expertise and design, and we wanted our branding to reflect that 100%.”

This balance between expertise, design, and accessibility now sits at the heart of the brand identity.

3. Aligning the Visual Language With Our Elevated Product Offering

The new color palette better embodies the world of tile:
mineral tones, earthy hues, natural textures, and depth inspired by the materials we work with daily.

More than aesthetic, this new visual identity conveys a clear message:
La Tuilerie elevates its product offer.

It expresses the quality of the materials we select and enhances the experience clients discover when they visit our stores.

4. A Collaboration With a Local Artist

One of the most meaningful components of the refresh is the illustration created in collaboration with Quebec artist Thaïla Kham Po.

Maude shares her intention:

“The idea was to highlight the creative side of the tile universe, to build a bridge between design, tile, art, and creativity. Renovating is so much more than changing decor. It’s about choosing the right materials, colours, textures, and atmospheres that resonate with us. To me, there’s something deeply artistic in this process. So it felt natural that La Tuilerie should have its own artwork.”

Thaïla adds:

“I love when a project takes me into new territory. Here, I approached the universe of tile through abstraction, bringing it to life through mood and atmosphere created by objects and organic forms.”

This artwork is now a symbol of La Tuilerie’s renewed identity; a meeting point between materiality, creativity, and local artistic expression.

It appears on our in-store bags and on an exclusive merch collection created for our employees.

5. Looking Ahead: A Brand Identity That Continues to Evolve

Maude summarizes the intention moving forward:

“We want people to continue seeing us as the friendly and accessible company we’ve been for 30 years, while also recognizing how much we’ve grown thanks to our teams of experts, our dear customers and through the evolution of our products.”

This refreshed identity is warm, confident, and professional: a natural reflection of La Tuilerie’s maturity and ambition.

And let’s just say: what we’ve unveiled so far is only the beginning. Beautiful things are already in motion for 2026.

See you next year!