When traditional meets innovation
Brand Identity
Herdade da Misericórdia is a property located in Portugal’s region of Alentejo. The main focus of its activities is agriculture and livestock, which has expanded its business. To increase relevance and prepare for the future, we worked with HM to determine a differentiating value proposition and build a sustainable brand.
One of our main principles at Humana is to look to history to inform our thinking and using the brand's legacy as a slingshot to the future. Building on this notion, our focus was to preserve the family business concept.
The passage from generation to generation is reflected in the visual identity we design. The experience began with the perception of the importance of nature, territory and, heritage for the brand.
Focused on animal, environmental and social responsibility.
To bring this perception to life, we combine a contemporary view with a visual system that alludes to the brand heritage through serif typography, hand-drawn illustrations, and the use of vibrant and neutral colors. The symbol is the new key element of the brand. The asterisk reflects the nature of Alentejo with the sunny landscapes and the circular hay bales. It also translates the movement of the livestock, given by the rotation of the asterisk. The primary color applied was inspired by the stripes present in Alentejo typical houses. Therefore, was chosen the red color, the same present in Herdade's da Misericórdia houses which serve as a focus to create the layouts.
We helped the Herdade da Misericórdia to increase its brand awareness by standing out in a contemporary combination allied with its heritage. Introducing a new design system and fine-tuning key elements was established a strong foundation for the future's brand.
