Who would have guessed that branding was popular even back in those days? It comes as no surprise that fake products were sold in markets as well.
Evidence of the pottery workshops emerged in Modena, in central-northern Italy, during construction work to build a residential complex near the ancient walls of the city.
"We found a large ancient Roman dumping filled with pottery scraps. There were vases, bottles, bricks, but most of all, hundreds of oil lamps, each bearing their maker's name," Donato Labate, the archaeologist in charge of the dig, told Discovery News.
Firmalampen, or "factory lamps," were one of the first mass-produced goods in Roman times and they carried brand names clearly stamped on their clay bottoms.
The ancient dumping in Modena contained lamps by the most famous brands of the time: Strobili, Communis, Phoetaspi, Eucarpi and Fortis.
All these manufacturers had their products sold on the markets of three continents. Fortis was the trendiest of all pottery brands and its products were used up to the end of the second century A.D.
"It was indeed a commercial success. Fortis gained such a name for its lamps that its stamp was copied and reproduced throughout the empire. It was one of the earliest examples of pirated brands," Labate said.
