OVO, or “egg” in Portuguese, is an egg tart brand born from a passion for creating joyful moments in everyday life. Much like an egg itself, a simple ingredient filled with endless potential, OVO celebrates the idea that creativity can transform something familiar into something truly delightful.

The Lab developed a brand identity and packaging system that embodies OVO’s cheerful, expressive, and vibrant spirit, while reflecting the care and craftsmanship at the heart of the brand. Inspired by the distinctive shape of a Portuguese egg tart, the logo strikes a balance between friendliness and refinement. The pattern draws from the delicate hundred layers structure of the crust, while a vibrant color palette evokes the transformation of the pastry as it bakes in the oven. Complementing the system is a typography approach that balances polish and energy. Together, these elements bring the brand to life, creating an identity that feels lively, memorable, and full of character.