Awarded with a D&AD pencil

CARREFOURTEX

date. 2026

city. Madrid

competition work

The Brief

TEX is Carrefour's in-house clothing brand — 45 years old, present in 40 countries, built entirely around accessible basics for the whole family. Think white tees, jeans, hoodies, underwear. The kind of clothes everyone owns and nobody thinks about.

THE SOLUTION

Somewhere between a grocery run and an ADHD crisis mixing underwear in a box of cereals...

The challenge: The work needs to make basics feel exciting without pretending TEX is something it isn't. No premium positioning. No fast fashion energy. Just the honest truth that basics are the foundation of everything — made interesting enough for a 16-year-old and familiar enough for their grandmother.

TEX lives inside a hypermarket, where nobody walks in thinking about clothes. Attention is on groceries. The brand has to earn relevance in a space designed for something else entirely.