Hmm-surprise surprise,why am I such a fan? On further investigation the responsibility for this design commission rested with London based brand strategists, Nucleus.
Pingo Doce occupies a special place in the hearts of Portuguese consumers. As the leading supermarket group in a country of food lovers, Nucleus were briefed to refresh the brand identity and then transform every own-brand product in a complex and intensive programme of work that lasted many years. Their brief was to apply UK-standards of design, but with a distinctive Portuguese flavour.During the programme their Lisbon office project managed the projects and provided local insights, while their design team in London were the overseers of design and production.
The work embraced all aspects of the business and included launching the concept of own-label wines (a first for Portugal), bringing to the fore, the individuals behind some of Portugal’s finest wines – a concept Nucleus had introduced years earlier for both Oddbins and Bottoms Up in the UK.