Work
do Samuel
/brand naming
/verbal territory
/brand identity
/brand in use
A market stall in Cascais, built on fruit and vegetables chosen one by one. Before any identity existed, the phrase was already circulating: it’s good, Samuel will have it. Fresh, natural, from Samuel. The brand was in people’s conversations long before it was on a sign.
Quality, closeness and personalisation, the offer is plural, the guarantee is one man. We kept it that way: do Samuel names the origin and the person in the same breath. So the promise stays attached to someone who can be held to it.
High purchasing power, criteria beyond price, informed, looking for trust and demanding authenticity. The identity speaks to that reader: no folklore, no rustic costume, a confident wordmark and nothing decorative competing with the produce.
A single black and white signature, applied over the colour of the fruit itself. The pattern, the packaging, the stall and the labels all give the produce the frame and take none of the attention.
It’s good, Samuel will have it.
