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.