Abstract

In order to enhance visibility and differentiation of an outstanding specialty product, flagship of an entire region, we pursued a discursive analysis aimed at creating alternative logos for the “Serra da Estrela” PDO (Protected Designation of Origin) cheese. The process was developed based on a Meta-design methodology, built on scenarios, including the “Serra da Estrela’s” region geographical, geomorphological, and flora characterization, referencing the distinct history of transhumance as well as current SE PDO cheese brands and their distribution. This has been a participatory process, with contributions collected from a focus group session with industrial design students, most of whom were unfamiliar with the SE PDO cheese theme. It was gathered input from key stakeholders involved in the certification and production system of this semi-artisanal cheese. There was no consensus among the evaluation of proposals made by the students and the executive officer of the certification system, which led to trailing a new direction in the proposal of an alternative for the SE PDO cheese logo.