The birth of the Nata Pura logo
The story of the Nata Pura logo holds special meaning for us. It represents our dedication to the best pastel de nata. This identity marks the moment when the business idea began to take shape. It’s as if the logo pulled the idea of a high-end, branded Nata being sold globally straight from Mabílio’s mind and brought it closer to reality. When our CEO attended his first trade show, all he had was the logo and a provisional recipe to test both his idea and the acceptance of the nata in London. The response was overwhelmingly positive. People loved the pastel de nata, and they were also drawn to the logo, which made the pastry feel more branded.
From brand image to Talisman
The logo became much more than our brand image. It became a talisman, a part of our history. We designed it in-house, and we created it serendipitously. Nuno had no experience in the food industry, so he wasn’t familiar with the typical communications standards. When Mabílio challenged him, Nuno approached the design like he was creating a brand for a high-end tech product.
He designed a single stroke to represent the Nata, with steam rising as it comes out fresh from the oven. This symbolizes our value proposition: enjoy a freshly baked Nata anywhere in the world as if you had just picked it up from a small Portuguese pastry shop. The soft stroke swells and swivels, symbolizing the sensual pleasure of eating a Nata—the fragrant cream enveloping you on the first bite. The crunch of the puff pastry base matches the straight lines of the Nata’s distinctive shape.
Evolving with time: fine-tuning the logo
A brand identity – like the story of the Nata Pura logo – is a dynamic, evolving thing. Over the years, we’ve refined the logo without changing its essence. As we began the trade show circuit, we realized the logo was a key differentiator. We embraced it, making the grey more metallic, almost silver, and enhanced the gradients. We made the black background smoother. This made the logo appear more three-dimensional, like an artifact. It also allowed the logo to work better alongside our partners’ logos, such as Paul Bassett’s, standing out without overshadowing other information or images.
Golden ambitions: a regal identity
When we revamped our Food Service and Retail product lines, we introduced two sub-brands: Nata Pura Black and Nata Pura White. The main Nata Pura brand adopted golden tones, still metallic. The gold represents class and indulgence, reflecting our ambition to make Nata Pura the benchmark for all other Natas. Gold is regal, and so is our product. In truth, the story of our company can be read as the story of the Nata Pura logo.
