Continente Private Brand With Personality

Portuguese retailer Vertex Award winner Continente has announced that it has redesigned and optimized the brands in its private brand portfolio, which includes more than 4,000 products. The rebranding of Continente’s private brands will be supported by an advertising campaign across TV, radio, press, billboard, digital, and point of sale, and will last for three weeks.

Continente is a trusted retailer with over 250 supermarkets in Portugal. Although recognized for its value, superior quality and excellent in-store experience, the retailer wanted to create a stronger emotional connection with its consumers. Boasting a portfolio of more than 4,000 private brand products across a multitude of different categories, there was also an opportunity to deliver higher brand recognition by bringing cohesiveness to its family of products, thus supporting Continente in reinforcing its position as the #1 supermarket brand in Portugal.

By updating the brand’s positioning to better align with the evolving needs of its consumers, Continente’s goal was to shift the perception of the brand from a generic solution to a preferred choice; one that instilled joy in the brand while also encouraging cross-category purchase.

Playful, bold and inviting, the creative solution by UK based design firm BlueMarlinoffers flexibility to give each product and category its own unique ‘character’ while unifying Continente’s portfolio into a ‘family.’

Leveraging the characters within the brand’s logo to create unique shapes, windows, and layers, the design system provides a framework that allows the RTB’s to be showcased, reinforcing the brand’s quality while reflecting the consumers need state. To dial up Continente’s pride in its offering, the branding now makes a more confident and clear statement on the pack. No longer timid, it stands tall and speaks out.

The portfolio is now be anchored by the Continente brand and includes two sub-brands Continente Seleção and Continente Equilíbrio, which will each have a distinctive identity.

The new brand architecture uses color and illustration/photography styling to distinguish between the different sub-brands, thus helping consumers better navigate the portfolio to make their choices.

The core Continente brand will include traditional NBE grocery products while Continente Seleção will include premium products, and Continente Equilíbrio will feature healthier and more balanced solutions, such as products with less sugar, more fiber, or free-from products.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.