Pingo Doce

Pingo Doce

brand case study

Refreshing Portugal’s leading retail brand


For five years from the mid-1990s, Nucleus worked continuously with Portugal’s leading supermarket group, first refining and redesigning the Pingo Doce brand and then working with the retailer to implement a complete transformation of the Pingo Doce own brand packaging and retail graphics.


Pingo Doce occupied a special place in the hearts of Portuguese consumers. As the leading supermarket group in a country of food lovers, we 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. Our brief was to apply UK standards of design, but with a distinctive Portuguese flavour.

During the programme, our Lisbon office project managed the projects and provided local insights, while our design team in London took care 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 we had introduced years earlier for both Oddbins and Bottoms Up in the UK.


Pingo Doce extended its lead in the quality supermarket sector and the identity and many of our packaging designs remain unchanged today, demonstrating the longevity of Nucleus’ work.