VISION:

The name Anjo, meaning angel in Portuguese, beautifully captures the soul of the brand. Pastel de nata is an iconic pastry born in Portugal, steeped in history and tradition. By choosing a Portuguese word, the brand honours its authentic origins, reinforcing the craftsmanship and care that goes into every tart.

At the same time, Anjo connects on a personal level. These pastries are lovingly handmade in Hawke’s Bay by Ange, whose very name also means angel. This creates a meaningful bridge between maker and product, each tart is not only authentic in recipe, but also imbued with the personality and devotion of its baker.

The word angel evokes feelings of heavenly taste, lightness, and joy, perfectly aligned with the experience of biting into a pastel de nata: the crisp, golden pastry giving way to silky custard, crowned with caramelised halos.

In essence, Anjo tells a layered story:

Authenticity – a Portuguese name for a Portuguese pastry.

Origin & craft – tying Hawke’s Bay to Lisbon through skill and tradition.

Personal connection – named for Ange, the maker, adding warmth and identity.

Heavenly experience – reflecting the indulgent, divine taste of the product.

Handmade authentic Portuguese custard tarts, baked fresh in Hawke’s Bay with real ingredients. Shatteringly flaky pastry. Silky, creamy custard. A bite-sized heart of joy that transports you straight to the streets of Lisbon.

PATH:

The design was inspired by the Portuguese origin of Pastel De Natas, the craft and hand made nature of the pastel de nata. The blue and cream reflect the Portuguese origin and the colour of the pastry shells. The geometric font style of the name is bespoke and reflective of the arches of Lisbon as well the curves of the nata. The handwritten secondary font further adds to this.

The angel logo mark was designed directly from the letter forms of the logo to create a uniform link. The repeating pattern of the angel creates hearts in the negative spaces, symbolic of the love that goes into crafting these orbs of deliciousness! It is also reminiscent of Portuguese tile patterns. Anjo is more than a name, it’s a celebration of heritage, craftsmanship and a little taste of heaven that comes with every bite.
Baked in small batches, with love, gratitude, and care… ANJO is more than just a pastry — it’s a labour of love.