Moreno —
Reinventing a commodity

Most commodity categories compete on price. The vinegar category in Portugal was no exception. Traditional brands, limited innovation and low emotional relevance had reduced vinegar to a functional ingredient, purchased out of habit rather than inspiration.

Casa Mendes Gonçalves saw a different opportunity. Born from vinegar and responsible for pioneering fig vinegar in Portugal in 1982, the company believed the category could become significantly more valuable—not by simply selling more vinegar, but by changing what vinegar represents.

The ambition was to reposition vinegar as a creative, meaningful and versatile ingredient, capable of inspiring consumers far beyond its traditional uses.

Moreno was created to lead that transformation.

Creating another vinegar brand wasn't enough. Moreno needed to redefine consumers' relationship with vinegar — elevating it from a functional condiment to a source of flavour, creativity and culinary discovery.

At the same time, the brand had to establish authority, support a more premium positioning and create a scalable platform capable of accommodating future innovation across an expanding portfolio.

The challenge was to create a brand that could elevate the perception of the vinegar category, differentiate itself clearly on shelf and across communication, balance expertise with accessibility and create a distinctive identity capable of supporting long-term growth.

Unlock identified that Moreno's greatest competitive advantage wasn't simply its products. It was its expertise.

Rather than behaving like another food brand, Moreno became "O Criador de Vinagres" — a brand that continuously invents, improves and expands what vinegar can become.

This strategic positioning transforms Moreno from product manufacturer into category reference. Knowledge becomes flavour. Innovation becomes credibility. Authority becomes desirability.

Every element of the brand was designed to reinforce this role and create a coherent brand experience across every touchpoint.

As the creator of vinegars, Moreno's role extends beyond selling products.

Its verbal identity reflects the confidence of a category leader—knowledgeable without being technical, authoritative without being distant, and playful without losing credibility.

Instead of simply communicating product features, the brand encourages experimentation, shares expertise and inspires consumers to discover new flavours, new occasions and new ways of using vinegar.

Its signature - "Sabe melhor que ninguém." - captures the dual meaning at the heart of the brand: the one who knows more is also the one who tastes better.

The visual identity breaks with traditional category conventions to create immediate recognition and lasting differentiation.

A bold vertical logotype transforms every bottle into the brand's strongest visual asset, creating powerful shelf impact while reinforcing Moreno's confidence and originality.

The distinctive purple colour palette reflects the brand's pioneering spirit, while a proprietary graphic system — including typography, symbols, patterns and photography — creates a consistent and highly recognisable visual language across packaging, retail and communication.

Rather than following category codes, Moreno establishes its own.

Beyond creating a distinctive identity, Unlock developed a scalable portfolio architecture capable of organising multiple product categories, ranges and future innovations.

From wine vinegars and balsamics to creams, cider vinegars and premium collections, the system provides clarity for consumers while allowing the brand to expand without losing coherence.

The packaging architecture simplifies navigation at shelf level, strengthens brand recognition and creates a flexible platform for future growth.