Builder of brands and experiences. I am a creative director and visual designer.
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Continente — white label revamp

— Packaging

 
 

The Challenge

Celebrating 30 years, Continente has a close  and mature relationship with the consumer, aware of their needs. After renovating their entire store experience, opening new store formats, it was time to rethink the white label portfolio — composed by endorsed and exclusive brands. White label products from Continente are the sum of a huge amount of experience and data collected, and a big learning process. The time had come to reward consumers that have been their reason to exist and loyal partners throughout the years. It was time to deliver a new value proposal for demanding daily routines, smart consumers that appreciate quality, innovation and like to have options to choose from.

The Creative Idea

The portfolio of brands it’s one of the best ways to bring the brand values to life (price, quality, variety, convenience, service, inspiring, neighbouring, sustainable). We wanted to show that Continente had a thoughtful knowledge of their own consumers, making them feel unique and special - the new brand portfolio would be the result of a long process of reflexion of the label and a way to create deeper emotional connections with consumers. 

The Solution

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 it’s undeniable reference of trust and quality. From an institutional approach to a more 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.

 
 
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Hello — discount segment

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Original — regular segment

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Be ready, be light, be free — balance segment

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Gugu — baby segment

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K — kids segment

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Seleção — premium segment

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Fácil&Bom (Good&Easy) — pre-prepared segment

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Fuel Design
Creative Direction: Pedro Morgado
Design: Pedro Morgado, Sara Palaio, Pedro Almeida, Diogo Coelho
Copy: Maria Caeiro, João Ribeiro, João Coelho
3d: Gonçalo Rebelo, Miguel Andrade