Pedro Yildiz Morgado | Brand strategy | Creative consultant
Communication, Design and Strategy. Developing digital and brand experiences. Committed to creating forward-looking identities and experiences for leading brands.
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Continente

Continente white label rebrand.

 

Turning value into desire for retail customers

Branding | Strategy | Packaging

After opening new store formats, it was time to rethink Continente white label portfolio, the sum of experience and data collected. This was the time to deliver a new value proposal for demanding daily routines, smart consumers that appreciate quality and innovation, and like to have options to choose from. Continente needed its own label to embody its brand promise.

We created a new generation of brands with different personalities and specific tones of voice for each segment —  discount, regular, balance, baby, kids, premium and pre-prepared.

Endorsed by Continente, we guaranteed its undeniable reference of trust and quality with a meaningful FMCG logic. These new brands are the direct answer to previously identified needs and customer feedback, and they were designed to fully cover the daily need spectrum and to be complementary between themselves. And most of all, turn the need into desire.

Role
Creative Direction + Design + Brand strategy

Team
Pedro Morgado, Sara Palaio, Pedro Almeida, Design
Maria Caeiro, Writer
Pedro Morgado, João Ribeiro, João Coelho, Maria Caeiro, Strategy
Gonçalo Rebelo, Miguel Andrade, 3D

 
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Hello, a trusting and affordable, 1st price segment

 
 
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Original, value vs. quality for the standards

 
 
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Be, an attitude for wellness products ( Be ligth, ready & free)

 
 
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Gugu, a playful segment for new parents & babies

 
 
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K, kids segment, with a youthful dynamic

 
 
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Seleção, premium products, back to the origins with a modern feel

 
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Fácil&Bom, the take-away segment with clear instructions

 
 
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