Sorria magazine has revolutionized the publishing market and the donation culture in Brazil since its launch in 2008, by combining publications with positive content distributed in large partner retailers, with the buy and donate model, which reverts the profit from sales in donations to NGOs and organizations across the country.

Over the years, the model has proven to be a success, celebrating more than R$45 million donated and circulations among the largest editorial publications in the country. But like all great ideas that seek to have a positive impact on the world, it was necessary to renew itself in order to reach even higher heights.

The challenge

The challenge of the rebranding project was to evolve and amplify the brand's relevance for a new cycle: a value proposition, language and identity in tune with the cultural, technological and behavioral changes of its public.

The renewed model foresaw structural changes involving products (with thematic books and social products instead of magazines), distribution (now across the Raia Drogasil network) and channel ecosystem (using digital platforms to amplify the dynamics of relationship and contact with content, far beyond paper).

The central focus of the project is to support the evolution of the business, through clear guidelines, aligning strategy, visual and verbal universes and authentic and thought-provoking narratives, preserving existing associations and adding new layers of value to the brand.

“After 15 years on the road, the Sorria brand needed to be renewed and strengthened to inaugurate a new cycle. Siamo Studio conducted a deep, attentive and very sensitive process of investigating our history, values and competences, and transformed this legacy into an identity that is, at the same time, true to our purpose and ready for change. The result was a brand platform designed down to the smallest detail, where each word and each visual element was chosen with the clear intention of the message we want to communicate. More than a branding solution, the rebranding brought new business perspectives, product ideas and a powerful vision of the future for the largest social brand in Brazil.” - Roberta Faria, CEO of MOL

The solution

The strategy process combined different immersive, investigative and collaborative methodologies, such as workshops, briefings and surveys, outlining an overview of the past, present and future of the business.

In the end, the central guidelines of the brand platform were developed, including its essence, values, drivers, manifesto, tagline and positioning.

After internal and external research and debate sessions, we understood that Sorria's vocation was to talk about the topic of generosity in a conciliatory and passionate way, awakening the desire for care, protection and donation to others.

Based on this learning, we defined a clear and challenging purpose: 'to be a tool for personal and social transformation, through care and collective empathy'.

To connect its purpose with its talents and promise to the world, an inspiring manifesto was created, signed by the tagline 'Embrace what you do well': a relevant proposal full of positive energy, which believes in the power of small gestures as a powerful force of transformation.

Aspects of the brand's personality and tone of voice were also deepened, establishing a consistent verbal universe, which strengthens the perception of value in the different points of contact in which the brand operates.

Finally, the visual identity was renewed, including a new logo (more responsive, mature and modern) and symbol (digital, human and friendly). As a complement, assets such as graphics, icons, color palette, photographic style, stamps and typography were revised, giving more visual breadth to the brand, which now ceases to be a publication and takes on a life of its own with new products.

By uniting all these elements, we create a consistent and strong brand, which has a proprietary and unique system, which connects to its past, its aspirations and its place of relevance in the world.

"When we live and work with a brand for so long, we end up with an addicted look. That's why we thought of Siamo, our longtime partner, for the challenge of rethinking Sorria. We joked that she was a child who needed to mature, but without losing its essence, connecting with new times and in line with the values of MOL and RaiaDrogasil. The result was an identity full of freshness and lightness that maintains the charm of the project. An exquisite work, made with great sensitivity and attention to detail ." Claudia Inoue, CCO at MOL

Deliverables:

• Brand Platform
• Logo redesign
• Visual System
• Video manifest
• Brand Book