Case Study: Sonae fortifies its brand for the future with Saffron Brand Consultants

Sonae unifies 3 brand layers with Saffron Brand Consultants

Sonae, the largest private employer in Portugal with a diverse portfolio of businesses, faced the challenge of future-proofing its brand under new leadership. They engaged Saffron Brand Consultants to define a brand strategy that would articulate Sonae's authentic value, build better connections across its many sub-brands, and improve internal engagement.

Saffron implemented a comprehensive solution involving quantitative research and collaborative workshops. This process led to a new brand promise—"We create today, a better tomorrow for all"—and a complete visual identity system, including updated logos and a new design architecture. The work successfully provided Sonae with a unified yet flexible brand model for future expansion, fostering a stronger sense of community across the organization.

Sonae