M ILKA SANTOS

M ILKA SANTOS reads like a personal-name company rather than a branded operation, which usually means a small business built around one person’s name and presence. By our assessment, that gives it a practical kind of honesty: you know you are dealing with an individual-led entity, not a polished corporate identity. The limit is obvious too, because the name says almost nothing about what is sold or done, and that leaves the profile thin. In practice it feels more like a signature on paper than a market-facing brand. It sits closer to a sole proprietor style of naming than to a company name that explains its work.