Portuguese cuisine calls for the acidic intensity that only vinegar can bring to the table. But over the years, vinegar has become an underrated product, forgotten at the corner of the shelf. Without strategic positioning, innovation, or communication tradition. The need for change was obvious, and who better than the market leader to inspire the future. This is why Cristal, a brand more than 125 years old, changed. Taking advantage of the brand’s recognition and its pioneering history in Portugal, Cristal assumed itself as the “Mother of Vinegar”. And, inspired by its classic identity, which aged over time, we created a new graphic expression that is more sophisticated, elegant, and minimal, with faceted notes referring to the purity of the crystal element. The new logo reinforces the new positioning, with new typography, new graphic environments, and new labels that represent the “crystallized” ingredients present in each vinegar. This is the expression of a new generation that pays tribute to the brand’s past, but that is able to reinvent itself and evolve.