Atlântico

When a new owner inherits a name with history, a real brand story begins. Atlântico asked us to signal a true fresh start, broaden appeal beyond regulars, and reflect the shop’s freshness and warmth.

Project Overview

Atlântico came to us to mark a true new beginning—honouring Portuguese roots while opening the doors to the wider Jersey community. Our goal was to align how the brand looks and speaks, so it feels fresh, welcoming, and consistent in-store and on social—easy to recognise at a glance and true to what shoppers experience every day.

Strategic Approach

We positioned Atlântico as rooted in tradition, open to everyone. The story leans on Madeira’s “Pearl of the Atlantic” to give the brand a simple, memorable symbol, and we adopted a welcoming, bilingual voice. We kept the message clear—fresh products, what’s new, and why locals choose it—so the brand shifts from niche and dated to fresh, trustworthy, and inclusive across the shop and social.

Atlântico is a neighbourhood Portuguese supermarket in Jersey, owned by Claudia—known for fresh produce, warm service, and authentic products that bring the flavour of Portugal to everyone, not just Portuguese shoppers.

Attention of

Claudia Alves

Timeline

8 Weeks

Services

Branding, Illustration

Collaborators

CM Graphics

Design Solution

We designed a simple, functional brand system: a pearl logo that anchors Madeira’s story and strengthens recognition, complemented by an “Atl.Co” submark and a shell icon for small formats and packaging. We defined highly legible typography and made the brand bilingual (PT/EN) to welcome the wider Jersey community. To humanize communication, we introduced Isabel, a character illustration who serves as the brand’s visual ambassador—deepening the connection to Madeira while making Atlántico instantly recognizable.

The Result

Atlântico now looks and feels like the experience: fresh, welcoming, unmistakably Portuguese—open to everyone in Jersey. Offers are understood at a glance, the social feed is consistent, and weekly communications run smoothly in-house. Shoppers notice the clearer story and friendlier presentation; Non-Portuguese shoppers engage more thanks to bilingual messaging, while "Isabel" (Our Portuguese Mascot) and the pearl story strengthen the connection to Madeira. Combined with Claudia’s layout tweaks to create more space, the store experience feels brighter and easier resulting in better response to promotions and a brand people remember.