Sound identity

One of the largest retail groups in Brazil, with 4 brands and hundreds of points of sale from North to South of the country, is powered by Tecla Music.

Brazilian roots, musical plurality

For the Riachuelo Group, fashion is in the superlative. Therefore, our proposal meets the brand's desire to communicate its concepts also through sound.

One group

When building Riachuelo's sound identity, we looked at a project that encompasses 4 major retail brands, including, in addition to the parent brand: Riachuelo House, Carter's It is Fanlab.

The challenge? To present democratic fashion with a pleasant, Brazilian sound.

RIACHUELO: From Brazil to Brazilians

Popular, Brazilian, lively and modern, where you can find a little bit of everything – just the way we like it 🙂

CASA RIACHUELO: A place that calms you down

The sound aesthetic brings a light and calm soundtrack, without leaving aside the classics, with tracks loved by everyone.

CARTER`S: It's for all mothers

We look for lively sounds that connect with new mothers: a search for sounds that bring freshness to the space.

FANLAB: Let's play!

A place to experiment, where we present sounds that are in tune with the latest trends and also elements of pop culture, connected to a younger audience.

“The mix of all these pillars is what represents the group’s new musical identity, creating a welcoming and democratic musical experience – which is part of Riachuelo’s DNA.”

Jean Tranjan, Curation Manager at Tecla Music

Far beyond the radio

Whether in stores or on your favorite streaming service, we are here to take care of your brand's connection with your consumers – using music as a tool. Shall we make some noise?

What is the music like in a Michelin Star restaurant?

At San Omakase – the first and only Michelin-starred Japanese restaurant in Rio de Janeiro – the menu changes every night. Fresh fish, tradition, intimacy and, of course, Tecla Music, are on the list of ingredients for this unique experience.

EAT WITH YOUR EARS

When it comes to omakase, music can be a great harmonizer. To that end, our musical chefs created San's music branding with a blend of Japanese and Brazilian culture.

The restaurant's soundscape is light, with easy-listening tracks that help create an intimate, modern and fresh atmosphere. The indoor radio plays Brazilian and Japanese bossa nova, calm classics, MPB and refined sounds.

GET ON THE WAVE

In the award, the flavor is the main thing. In the experience, the experience needs to go beyond the dish. If your restaurant also wants to shine, your brand's music branding needs to be on play 😉

Having been doing men's fashion since 95 – and with a collection of stores that exceeds 100 units in all Brazilian states – Aramis standardizes its music branding across the country through Tecla Music Player on Rádio Indoor.

IN THE CUSTOMER'S MIND

Unifying the soundtrack is a really cool way to keep the musical experience the same for everyone – it's worth remembering that your customer can consume the brand on a trip and recommend it to people from different states! And if service, communication and products are the same at different points of sale, music can be the same too 😉

Now, if the brand expands its business and creates a new product – like the birth of UrbanPerformance within Aramis – the personalization of (also new) communication is inevitable and adjustments to the sound, ditto. In fact, new brand > different branding > single track.

COMES FROM STREAMING

In streaming, our sound management for Aramis works on the pillars of music branding with moods that connect and bring the customer closer – generating brand experience. An example of this is the training playlist, available on Spotify. Search for the “Rádio Aramis” profile and press play!

Did you like it? Click here and discover the brand’s profile on Spotify 😉

GLOBAL DESIRE
Present in 20 stores spread across Brazil, California, Florida and Saint-Tropez – the label attracts celebrities such as Beyoncé, Gisele Bündchen and Pipa Midleton. And of course we help translate this resort living into music with Indoor Radio and Streaming services.

CHALLENGE

Create a sound identity aligned with the brand's pillars, which talks about Brazil in several languages. Taking this musical bossa to stores in different countries.

SOLUTION

The development of tropical and sophisticated music branding, which provides a wealth of sensations. Curated with sounds that match summer in both hemispheres. Indoor radio personalized by store and geolocation.

SALUT, SAINT TROPEZ

For the brand's arrival on the French Riviera, for example, we prepared a musical curation that represents the perfect fusion between live well French with bossa brésilien. Charms aside, it was in the best mood resort couture 😉

VIX IN THE WORLD > NO PLAY KEY >>

While the Rio de Janeiro brand reverberates our culture through fashion, we manage the music – including playlists! Listen on Spotify and discover more of the Vix essence 😉

Click here to listen!

ELLUS + MUSIC KEY

When a label wants to go further, the musical curation is Powered by Tecla Music.

If the subject is winning fans, Ellus has opened the show since the 1970s. With a legion in love with the iconic jeans, the Inbrands brand has spread its fame worldwide thanks to a young, contemporary, free and transgressive DNA.

Since then, there have been many launches, collaborations and events created by the fashion brand. The campaigns in unusual places and alongside iconic figures such as Kate Moss, Milla Jovovich, Cindy Crawford and Tom Munro also yielded good advertising memories from the 2000s – and likes to this day!

Far beyond the look and the models, photographers and national celebrities always made the band play. So of course, as experts in Music Branding, we are part of the brand's sonic conceptualization – from stores to its official Spotify profile. The brand's musical identity has a modern and sophisticated attitude. The tracks bring a mix between Pop and Indie, Hip Hop and Rock. In addition to Indoor Radio, which creates an atmosphere in the stores, this essence provides the starting point for Ellus' streaming playlists.

Are you curious? Press play to join this wave!

Naturally from Rio, curated Powered by Tecla Music.

The salty waters and solar winds of Ipanema in the 70s inspired Ricardo Ferreira's adventurous lifestyle – and the opening of the first Richards. For him – and his brand – the art of living (or adventuring) life is sailing, surfing and sea hunting. Since that time, the creator has maintained the mission of the boutique, which soon became a chain of stores, to be pleasure. And let's face it, there's nothing like music to make everything better, right?

Expansive and tropical, the brand's sonic identity is elegant and has that good Brazilian energy.

With bossa nova, samba, mpb, reinterpretations and b-sides, but also ranging from indie to international R&B, Richards' music branding is a musical journey – complete with good waves at all physical points.

In streaming, the Inbrands brand conveys the adventurous and traveling spirit with playlists inspired by journeys, collections and seasons. Connecting with customers is a success there, and of course we curate and update things in line with Richards' sonic identity.

Richards incorporates the holidays into his everyday life. Key controls the trip in one play!

Arezzo and the most famous supermodel in the world unite their steps to the sound of Tecla Music.

Arezzo's winter arrived with big spotlights. No wonder, in addition to an authentic concept that encourages consumers to illuminate their inner essence and move forward, the brand brings Gisele Bünchen as a reference that the catwalk is yours alone – and the path is yours alone too!

In addition to delivering a lot of posture, faces and catwalks in the campaign, on the brand's social networks the model gives tips on how she feels more powerful behind the lens. The “Giseles way” painting is a revelation of secrets that inspire everyone’s beauty – the comments are full of praise!

Of course, Arezzo, as a good Brazilian, also knows how to be a die-hard fan – in this case, pop is Bünchen. Over the years, the relationship between brand and model has become increasingly interesting.

In 2016, Gisele photographed herself in the Winter campaign. It was such a success that the muse made Arezzo's shares rise on the stock exchange. And since then, they have always been together. More recently, in Summer 2024, she was the star of the playful aquarium in “Dream On”. Needless to say, the launch event featured a dinner that stopped the internet!

Giving this combination even more meaning, we developed a special playlist for the Winter 2024 campaign. In “On my way”, proximity, connection and experience create the perfect tone to focus and reach your essence. Therefore, the track aims for elegance with releases to listen to every season.

Being part of this journey puts us in the front row 🙂

Between Copacabana and Ipanema, the microcosm that makes up the Hotel Arpoador lifestyle.

The 70's were iconic for the culture, urbanism and growth of Rio de Janeiro – and spread the Rio lifestyle to the rest of the world. By the sea, Hotel Arpoador was born in the refreshing rhythm of modernism – and it is clear that so much history matches the cosmopolitan, tropical and emblematic sound identity that we created for this space 😉

To create a vibe from the entrance to the hotel's common areas, surrounded by the solar energy of the coast, our curators developed an indoor radio track that matches the view – and the breeze, obviously! The playlists, which are on the hotel's Spotify profile, promote the space's 3 moods:

after the magical view, live the night

In the rooms, you can play and enjoy the good waves with the bamboo speaker, an organic speaker project that we developed in partnership with the hotel. In addition to amplifying the sound, it is lightweight and can be taken anywhere – including buying it for your home 😉

Celebration, only if there is music! For Hotel Arpoador's half-century celebration, we made a playlist for each decade. Tip: start in 1974 and take a trip back in time – so delicious <3

Creating trails that match the view – and history – of Hotel Arpoador is our vibe 😉

The hottest spot in Rio, powered by Tecla Music 😉

We are responsible for the musical identity of the desired environment of cariocas and tourists, Elena. It took months of study and immersion to arrive at the emotional identity – directing the musical strategy that is the face of the space: an entrance bar, restaurant, rooftop and dance floor.

Multisensory connections to sharpen your senses:

A sophisticated, Brazilian, contemporary and unique musical identity – representing the main attributes that the brand carries – with iconic tracks, reinterpretations of classics and many new features.

The exclusive track encompasses the experience of each environment in the place – day or night – through Tecla Music Player, our indoor radio app created to serve stores and restaurants.

For streaming, we came up with 5 playlists that perfectly match the audience's behavior in different environments and days.

The success expanded and so did the playlist! The new space – Eleninha – opened its doors in the neighborhood with a restobar proposal. Keeping up with the pace, we implemented more ways to sophisticate play and harmonize the senses on Spotify.

The pop footwear brand from the Arezzo&Co group has a musical identity, streaming curation and radio in points of sale by Tecla Music.

Since 2008, Anacapri's goal has been to simplify everyday life with quality, personality and of course, comfort!

With a diverse audience and around 1k models and colors produced per year, the brand fills the walk with good music!

To accompany this catwalk of creations, which range from the latest trends to the classics that are always in fashion, we developed a pop, light and trendy musical identity!

In addition to musical curation and monthly updates, we closely monitor Anacapri's calendar of releases and events, suggesting content and creative communication ideas in streaming.

We are thrilled to create with such a pulsating and feminine brand!

Shoes, bags, clothes & music powered by Tecla.

With almost 30 years in the fashion market, Schutz is largely responsible for giving a statement attitude to the looks of thousands of Brazilian women every year. The brand's modern footwear follows the refresh of fashion weeks across the globe.

In the store, the experience follows the modernity and power of the products. With contemporary shelves, cubic displays and cozy lighting, the shoes and accessories are displayed like true works of art.

To accompany so many sensations, of course we created a unique sound identity! The shopping trail is urban, lively and has that glam touch that perfectly reflects the Schutz style of walking around the world.

As the brand remains firmly at the top of consumers' minds, we also created lively playlists that explore current hits, pop, hip hop and tropical house – just press play to truly feel the fashionista attitude of this curation!

Developing trails as iconic as the steps with Schutz is our vibe!

Connecting people and dogs with good music too 😉

If you have a pet, you've certainly come across the most charming skull logo out there. So it is. Since 2012, Zee has positioned itself in the market loaded with what young people call branding.

Marc Jacobs, Miley Cyrus and Dua Lipa have already been spotted walking around with the famous collars.

And if we talk about music, its sound language is urban, full of rap and hip hop beats and verses.

Oh, and everything is done by four hands: Thadeu Diz, CEO of Zee and long-time partner of Tecla, gets involved giving his musical insights: 2Pac, Kendrick, Denzel Curry, Fugees and many others cannot be missed. 😉

It's been 10 years of taking care of store trails/streaming profiles/playlists of collections and prints/events and openings – and much more. 

It's a lot of musical experience for one brand 😉 And you can listen to all Zee playlists on the official Spotify profile: Zee.Dog Sounds.

A democratic, diverse and inclusive brand, with more than 50% playlist focused on national music. Thus, we built Vivo's Sound DNA <3
Of continental proportions, we looked to Brazil in search of sounds that suit each region where Vivo has a store. Therefore, the brand's trail is full of regional touches in the different states. 

At the brand's request, our curation team considered the balance of race, gender and age of the artists to package the stores' sound, in line with Vivo's institutional positioning.

To make things even better, our musical selection arrives at Vivo stores throughout Brazil using NEOOH technology, specialized in out-of-home digital experiences.

Whether through the creation of a musical identity or our multiplatform curation, let us manage your sound.

It's music branding that speaks <3

Its stores are all over Brazil: Ellus, Richards, VR, Second Floor, Salinas, Herchcovitch;Alexandre, Selaria, Bobstore and Tommy Hilfiger – one of them has already made your head (your body and even your feet 😉 at some point in the life.

It all started way back, with Richards and Salinas and, since 2009, we have also taken care of Ellus, one of the most musical brands in retail and which is still with us today. Recently, we created engagement actions for Ellus at Rock in Rio, including Spotify codes in labels and store windows.

Now, we are the music branding agency for all brands, responsible for creating sound identity, curating tracks, store radios, streaming profiles – as well as online and offline actions for more than 300 points of sale across the country.

A fashion brand present in the market for almost 40 years, Colcci has the strength of music as one of its pillars – sponsoring the latest editions of Rock in Rio and investing in campaigns with artists, such as Brazilians Anitta and Alok.

That's why we couldn't hide our pride when we were invited to create the musical rebranding of all stores across Brazil. Yes, colcci is now powered by Tecla Music
Turn up the volume, this is Colcci. 😉

Get along well with the world, respecting cycles, processes and materials.

Defending the search for conscious consumption at every step, the brand plans and evaluates the impact of consumption on the industry at every stage.

Oh, and we don't even need to say that besides everything, the products are beautiful and very comfortable <3

With this in mind, we built a musical identity that presents the brand's positioning, translating the comfort and freedom of listening wherever and whenever you want.

Thus, Sonoro DNA was born, with tracks that connect you with nature and provide that roadtrip feeling – with the wind in your hair on a beautiful sunny day.

We take care of everything from the songs played in the Alme store, to the playlists on streaming platforms, with the Spotify profile always full of news. This way, we keep the brand cycle alive, the way we like it.

What a partnership, huh? <3

Innovation, technology, information – and lots of good music. How we connect Itaú Personnalité to a unique and powerful musical profile. 😉

The Itaú Personnalité Investment Center positions itself as an experience for market investors. The musical identity, of course, also needed to follow the same rhythm and concepts as the brand – from physical to digital.

That's where we come in. <3

With this in mind, we use music as a guideline to open dialogue with the new generation of investors, understanding that, by positioning itself musically, the brand offers a welcoming experience that is even more present in its customers' daily lives.

Thus, we became responsible for the musical curation of the Investment Center, one of the most important and strategic points in São Paulo, in Faria Lima.

The environment, which was designed for the meeting of young investors – with content, information, news and lots of entertainment, called for that quality soundtrack, right? 😉
In addition to the music curation, we created a series of spots that help set the informative tone in the space and, in this way, position the new Itaú Investment Center to engage with its audience.

There is music everywhere – and we are here to show you the best ways. 😉

The radio for the biggest women's footwear brand in Latin America is now Tecla Music 😉 

Through immersion and research into the Arezzo universe, we created a sound aesthetic that musically manifests the brand's spirit to its audience.

Our project involves sound identity and music management, from physical to digital – in more than 400 stores across the country.

The perfect trail from head to toe. <3