Automotive / Orio
Good news for believers in reincarnation
In the wake of the restructuring and sale of Saab Automobile, Saab Parts literally lost its name. The way forward was to create a competitive global brand within spare parts, technical know-how and logistics – and to do it in just six months.
The new name had to have the same distinctive lustre as Saab, and work as a top-level domain across all markets. The quickest route was via a new identity and a compelling story.
How to create and launch a global brand in just 6 months
We developed a monolithic brand portfolio strategy in which Orio was positioned as a service brand with a focus on smart parts solutions. A memorable and snappy name gave rise to a powerful logotype, fashioned from Orio’s own product range. Now primed and ready, the brand burst onto the scene – without losing a shred of credibility along the way.
In a matter of just a few months, a strong and vibrant brand emerged. Today, Orio offers smart parts solutions, logistics and engineering know-how across all major automotive markets.