Herc & Co.: a new brand that brings together three leading Portuguese fashion brands: Lion of Porches, Decenio and Giovanni Galli.

The Cães de Pedra Group challenged us to create the brand for a new multi-brand store concept that brings together the group's three leading brands in a single space: Lion of Porches, Decenio and Giovanni Galli.

Despite their different languages and styles, the three brands converge on the same consumer profile: mature, urban, who values quality, timeless style and service. The new brand, with its first store in Shopping Cidade do Porto, was created to consolidate this shared target and, at the same time, increase frequency and relevance: more shopping opportunities, more connection.

Thus, Herc & Co. was born. A name that evokes the past and the future, extending its legacy and family experience to the brands and everyone who visits the store. Influencing younger generations from its target of excellence: the silver generation.

The signature ‘Timeless Style’ reinforces the brand's positioning, reflecting the timeless style that is not hostage to trends and passes from generation to generation. The Herc & Co. identity is classic, going beyond time and trends, but maintaining its contemporaneity in a more modern secondary typography.