Introduction
In 2005, I was commissioned to create the visual identity for Queijaria Guilherme, a family-owned cheese producer based in the Serpa region of southern Portugal, renowned for its traditional handcrafted cheeses. Like many businesses in the sector, the initial expectation was fairly predictable: rural landscapes, cork trees and sheep — visual elements commonly associated with the Alentejo countryside. While they would certainly have been appropriate, they would also have made the brand look much like every other local producer. But there was a far more compelling story waiting to be told. The company was called Queijaria Guilherme, and Guilherme was a real person. He was the shepherd who cared for the flocks every day, someone whose knowledge, dedication and experience played a fundamental role in the quality of the cheese itself.
Instead of creating another anonymous rural brand, I realised the identity already had its most valuable asset: a face, a name and an authentic story.
Nearly two decades later, what gives me the greatest satisfaction is not simply seeing the brand still thriving, but knowing that the shepherd remains its most recognisable and memorable element in the eyes of customers.
Sometimes the strongest brands don't need an invented story — they simply need someone willing to recognise and reveal the one that already exists.
Logo design for Queijaria Guilherme · 2005
Applying the Identity Across the Product Range
The visual identity was designed to work consistently across a wide range of products, ensuring that the brand remained instantly recognisable regardless of the packaging or cheese variety.
Supporting the Brand
Beyond the logo and packaging, the visual identity was extended to brochures, technical data sheets and sales materials, ensuring a consistent brand experience across every communication channel.
Beyond the Packaging
The brand quickly grew beyond the product packaging. Applied to the company's delivery vehicles and facilities, the visual identity strengthened recognition among distributors, retailers and consumers alike, creating a consistent and memorable presence wherever the brand appeared.
Storefront Signage
Nearly two decades later, Guilherme the shepherd remains the brand's most recognisable and memorable element. The identity created in 2005 is still in use today, appearing across a wide range of products and supporting the growth of a family business that has successfully reached major supermarket chains throughout Portugal. What began as a branding project became a long-term business asset, proving that a well-crafted visual identity can continue to create value for many years.
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