Reinventing trust as retail’s best USP

Branding | Strategy | Communication | Video

Continente is the retail brand that has been keeping up with Portuguese people for the last 30 years. It is a relationship that has been focusing on trust, belonging and reality since childhood to adulthood.

On its 30th anniversary, Continente rebranded his whole communication aesthetics. We created a flexible template for the new tagline: ‘O que rende é ir ao Continente’ — ‘Continente is a big deal’. This simple and engaging visual language was applied to every communication touchpoint.

The aesthetic became more real: color everywhere, supporting a more visual message, with messy houses and crumbles in kitchens, busy dinner tables and loud people — just like the regular family that everybody has. Continente became more friendly, like a real household member.

Role
Creative Direction + Design (with Pedro Bexiga and Marcelo Lourenço)

Team
João Coelho, Strategy
Andreia Ribeiro, Ricardo Ribeiro, Ads
Pedro Morgado, Design
Tiago Soares, Video