Vigor. Always Fresh
Vigor is a fresh milk brand with a legacy deeply rooted in Portuguese culture. Throughout its 70 year history, it has consistently maintained its freshness and its forward-looking spirit.
With a strong presence and a distinctive personality, Vigor reflects the modernity of its consumers and embraces a conscious attitude aligned with the environmental values and concerns demanded by today’s world.
The Refresh
The brand had been facing a decline in relevance among younger generations, particularly Gen Z and Alpha, with reduced milk consumption and
a weakened emotional connection to Vigor. This made it essential to reposition the brand and its entire product portfolio, developing assets that could support its presence in everyday communication.
The project involved creating new visual representations for packaging, seals and communication materials, as well as defining a renewed tone of voice and merchandising proposals designed to strengthen the brand’s connection with these generations. This process culminated in a new brand positioning, Vigor, Always Fresh, a statement that reinforces the brand’s commitment to freshness, modernity and
a future-focused attitude.
The brand had been facing a decline in relevance among younger generations, particularly Gen Z and Alpha, with reduced milk consumption and
a weakened emotional connection to Vigor. This made it essential to reposition the brand and its entire product portfolio, developing assets that could support its presence in everyday communication.
The project involved creating new visual representations for packaging, seals and communication materials, as well as defining a renewed tone of voice and merchandising proposals designed to strengthen the brand’s connection with these generations. This process culminated in a new brand positioning, Vigor, Always Fresh, a statement that reinforces the brand’s commitment to freshness, modernity and
a future-focused attitude.
The Bottle icon
Vigor is a Portuguese love brand With over 70 years of history,
it carries a heritage that remains alive and relevant today.
Long before convenience became a promise, Vigor was already
part of daily life: delivering fresh milk, door to door, every single
morning, in its iconic glass bottles. Those bottles became a familiar
sight at the doorstep, a simple ritual that marked the beginning
of the day. Vigor entered Portuguese homes early, naturally,
and stayed. Not as a trend, but as a constant. A quiet presence
that brought freshness to the day.
The bottle — an unmistakable icon of the brand — became more
than packaging. It was a symbol of trust, routine, and proximity.
A shape deeply embedded in collective memory. Bringing that bottle
across every touchpoint became essential: from packaging
to communication, from product to brand expression.
Not as nostalgia, but as continuity. A way to honor where Vigor
comes from while keeping it present, familiar, and alive.
Nuno Torres
Davide Sequeira
Luís Catarino
Ricardo Diogo