Pingo Doce Wines Redesign by RitaRivotti

Part of the Jerónimo Martins group, Pingo Doce has more than 400 stores nationwide, leading the supermarket segment in Portugal and the Cash & Carry segment with the Recheio brand. In Poland, Biedronka is the largest Food Distribution Chain in the country, with 2.900 stores and, more recently, the group has started operating in Colombia, with the convenience stores Ara (Jerónimo Martins). The challenge Pingo Doce launched for us was to develop a new image for the private label’s wine range. The goal was to reinforce the brand’s image and confidence in this category, giving it greater prominence on the shelf and attracting new consumers who value not only quality and price, but also a product’s image. In the conception of the graphic identity, the presence of the Pingo Doce brand on the lab