Continente is a trusted brand with over 250 supermarkets in Portugal. Although recognised for its value, quality and in-store experience, the brand wanted to create a stronger emotional connection with its consumers and deliver higher brand recognition by bringing cohesiveness to its family of products.By updating the brand’s positioning to better align with the evolving needs of its consumers, Continente’s goal was to shift perception of the brand from a generic solution to a preferred choice; one that instilled joy in the brand whilst also encouraging cross-category purchase.Bluemarlin’s creative solution offers flexibility to give each product and category its own unique ‘character’ whilst unifying Continente’s portfolio into a family.New brand architecture uses colour and illustration/photography styling to distinguish between the different tiers of Continente’s offering, thus helping consumers better navigate the portfolio to make their choices.CreditsDavid Hodgson - Creative Director - bluemarlinSean O'Donovan - Designer - bluemarlin