SONAE has always been ahead of its time.After 50 years in business, the multinational retail group with over 40,000 staff across the world approved deep structural changes, and wanted to communicate those changes in an energetic and rallying way.In order to give substance to those changes, making them visually tangible, it was necessary to create a new system of identity.

In the story, the circle is the common element, with a primary, solid role. It is a visual foundation. We also decided that a brand is not just one idea:It is rather an immense multiplicity of ideas and points of contact organised in a unified way.We created a three-layer construction system resulting in multidimensional, metamorphic and multi-coloured brand.In order to manage this level of ambition we set up a technical mainframe for the project: a visual generator, which is a guarantee of the sturdiness and technical quality of the infinite number of applications.

In just six month the new brand has generated an enthusiasm that is unparalleled in the history of the group, thus achieving the aims of signalling change and the future.