Tenaz: Unstoppable.
Services
Brand Strategy
Visual Identity
Collaborators
DSR Branding Team
A small team of experienced commodity traders set out to launch a new business in the crowded and traditional meat trading sector. The brand needed to feel credible and established from day one, while avoiding the predictable agricultural visual cues common across the category.
We developed the name Tenaz, a Portuguese nod to the word “tenacious,” reflecting the founders’ mindset and industry experience. The identity centred around a strong, grounded wordmark with a subtle bull silhouette integrated into the ‘Z,’ reinforcing the industry connection without being completely obvisous. A restrained black and white palette reinforced sophistication and confidence.
The brand helped Tenaz launch with immediate presence and authority in a competitive market. Within three months the company tripled its workforce, with the identity playing a key role in establishing trust, recognition and momentum early on.