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111 35 Stockholm
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Good news for believers in reincarnation

Orio markets, sells and distributes original spare parts for Saab (and another 30 or so car makes) in more than 60 countries. Founded in 1947, the company was previously known as Saab Parts.


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.

Creating a brand with spare parts

What we did

  • Activation plan
  • Activation tools
  • Brand platform
  • Brand portfolio strategy
  • Design applications
  • Design platform
  • Digital service design
  • Insight platform
  • Naming and nomenclature


100-wattaren: Gold