Sam George details his modular update for Portuguese furniture’s minimalist masters ZERODOIS™

The Portuguese sofa-maker ZERODOIS™ is sporting a refined identity, crafted by New York-based designer Sam George. The facelift coincides with the 20th anniversary of the furniture brand, whose modular sofas are known for their timeless, functional aesthetic, and high-quality materials (European woods, foams, textiles, and leathers), brought together with the expertise of local craftspeople. This dedication to high-quality craft is celebrated through every element of the identity, aptly expressed in the new tagline, ‘Heartcrafted in Portugal™.’ This is accompanied by a fully spelt-out logo, ZERODOIS™ that reinforces the brand’s Portuguese heritage. When it came to crafting the updated look, it was about “evolution, not revolution,” explains George. “The previous identity already had all the right elements but lacked the focused, structured framework needed to communicate effectively. Our goal was to create a bold yet minimal canvas that could spotlight the beautifully designed sofas.”