It started with the people around the table.

Hugo Araújo grew up in Portugal, where everything happens over food and drink — where the table is always full, guests are always welcome, and the best conversations begin when the plates arrive. Being close to the people who create those moments — chefs, brewers, winemakers, curators — made one thing clear: there is no more honest mission than making people’s lives better through what they eat, drink and experience.

HAGA was built on that conviction. And, to be fair, on an inability to walk past a well-designed label without reaching out to feel the paper.

Founded by Hugo Araújo and based in Porto, HAGA works with bakers, brewers, winemakers, restaurateurs and promoters who are quietly reshaping what we eat, drink and celebrate. The studio specialises in brand identity, art direction and packaging for food, drink, hospitality and cultural projects — spanning strategy and visual execution, from the first conversation about what a brand is to the label that ends up on a shelf somewhere in the world.

Working closely with the people behind these projects, HAGA acts as a creative partner — not a middleman, not a committee, but a partner fully invested — able to step into someone else’s shoes and make their vision visible.

Everything is made with the same conviction its clients bring to their own work. No shortcuts. No templates. No generic solutions.