An illustration system designed to enhance the visual language of Pingo Doce’s mobile app, balancing appetite appeal with scalability.
Client
Pingo Doce
Skills
Illustration
Design System
The context
Pingo Doce is one of the largest supermarket chains in Portugal, with a highly innovative mobile app featuring interactive elements such as coupon generators and seasonal games. As the product evolved, the team identified the need to refresh the app’s illustration style to better align with its modern UI and growing design system.
While updating the illustrations was part of the project, the real challenge was to create an illustration system that could scale consistently across the product and be easily extended by other designers over time.
The challenge
The goal was to design a new illustration style that felt modern, visually appealing, and subtly mouth-watering, while remaining simple to reproduce and maintain.
The system needed to integrate seamlessly into Pingo Doce’s design system and include clear construction rules to support future illustrations without losing consistency.
The approach
We started by analyzing Pingo Doce’s brand assets, including brand guidelines and in-store communication, to identify recurring visual elements. A clear pattern emerged around the brand’s signature drop shape and the use of simple, abstract line illustrations to represent objects in a clear and recognizable way.
Our goal was to build on these existing cues, creating a visual language that felt familiar to the brand while being more structured and scalable.
The solution
The final system combined simple line-based shapes with the brand’s signature drop, creating illustrations that were flexible enough to work across different contexts while remaining visually cohesive.
Documentation
To ensure scalability, we defined clear construction rules and documented the illustration system in detail, allowing other designers to recreate and expand the set consistently.
Results and Impact
The project resulted in a cohesive and scalable illustration system that strengthened the app’s visual identity and increased user engagement. The guidelines were successfully tested when another designer continued the work without compromising consistency.
My Role
As the mid-level designer, I was responsible for the illustration system end-to-end: defining the visual language, creating the initial illustration set, and documenting the guidelines. I worked closely with the product team to ensure alignment with project goals and collaborated with motion designers to explore animated applications of the illustrations.
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