Last Christmas, I received several packages of these products as a gift. What struck me the most was the brand image the company managed to create around this category of food products.
JOSÉ is a project born with the purpose of preserving memory, tradition, and quality—both in products and in relationships. The name, with its deep and universal meaning, reflects the intent to “add”: to add tangible and intangible value, to connect those who produce with care to those who consume with awareness, and to promote a food culture rooted in excellence and respect.
The company positions itself between artisanal producers and discerning consumers, fostering honest and sustainable relationships. Rather than competing, JOSÉ acts as a bridge of trust and quality. Its focus lies in selecting exceptional raw materials, applying meticulous production processes, and ensuring fair compensation for those who work responsibly.
Visual communication plays a key role in expressing this vision. Under the art direction of Luis Mendonça, the graphic identity has become an essential part of JOSÉ’s brand, delivering a refined, creative, and consistent image that blends art, design, and illustration.
Present at fairs and events dedicated to food culture, JOSÉ offers authentic sensory experiences, showcasing the richness of Portuguese production alongside internationally renowned products. The packaging, made from recycled materials, is designed to endure over time—serving as a symbolic object that tells the story of the product and enhances its value beyond consumption.
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