Digital brand repositioning to modernize a century-old brand without losing its essence
Vinagres Prinz has built a strong reputation over more than 100 years, with a solid retail presence and the trust of generations of consumers. Its digital presence, however, did not reflect the brand’s strength on store shelves.
Dexa led a digital brand repositioning project that updated the company’s visual and verbal system and introduced a new website. We also modernized and updated its social channels and produced content for search engines and AI systems, while preserving Prinz’s century-old heritage.
CONTEXT
Modernizing a century-old brand while protecting its legacy
CHALLENGE
Prinz’s website and social channels lacked shared visual and verbal guidelines. This fragmentation made the portfolio harder to navigate and created a gap between the quality associated with its products on store shelves and the brand experience found online.
Every update required close attention to the emotional connection built across generations. The project had to introduce a contemporary language without compromising the familiarity that supported the company’s recognition.
Preserving brand recognition
The logo would remain unchanged. The challenge was to update the visual and verbal system without weakening the recognition Prinz had built over more than 100 years.
Unifying the digital presence
The website, social channels, and campaigns needed a common direction to reduce fragmentation and strengthen how audiences perceived Prinz online.
Organizing the portfolio
Consumers, retailers, wholesalers, foodservice operators, and industry buyers needed a clear way to find product lines, applications, and solutions within a single navigation system.
Expanding marketing autonomy
The team needed to publish products, campaigns, and content faster, with less reliance on technical support for recurring updates.
A brand system designed to guide communication and experience
Dexa’s strategy combined behavioral research, experience design, and information architecture. This work guided visual, verbal, editorial, and functional decisions, creating a shared foundation across every deliverable.
From store shelf to digital, a recognizable brand at every touchpoint
Unity
Clarity
Control
Reach
SEO, articles, and social media made the products and the brand easier to find.
Vinagres Prinz
Founded more than 100 years ago, Prinz is a well-established name in Brazil’s vinegar and seasoning market. Its operations serve retail, wholesale, foodservice, and industrial markets, with a portfolio spanning traditional, specialty, organic, preservative-free, blended, flavored, and high-acidity product lines.
Part of the everyday lives of generations of consumers, the company combines production expertise with the ability to evolve as market needs change. Its renewed digital presence strengthens its relevance without losing the attributes that have shaped its history.
