Case Study: CUPRA achieves scalable global brand recognition with Saffron Brand Consultants

CUPRA surpasses SEAT in annual deliveries and scales globally with Saffron Brand Consultants

CUPRA, a brand born within the Volkswagen Group, faced a challenge as it experienced rapid global growth. Its initial success was driven by a rebellious and instinctive mindset, but expansion into new markets and product lines created complexity. The brand needed to become more coherent and recognizable without diluting the distinctive, unconventional spirit that defined it. Saffron Brand Consultants partnered with CUPRA to develop a brand strategy and system to support this next phase.

Saffron Brand Consultants created a living brand system tailored to how CUPRA's teams work, rather than a rigid set of guidelines. The solution included a refined visual identity, such as a new vertical logo for better recognition, and a clear verbal identity. This system, accessible via a brand portal, enabled teams to make faster, more coherent decisions globally. As a result of working with Saffron, CUPRA strengthened its brand recognition and achieved record global sales, even surpassing its former parent brand, SEAT, in annual deliveries.

CUPRA