Evolving an icon without losing what made it iconic.
Challenge : Modernize an iconic global food brand without compromising the distinctive assets consumers instantly recognize.
Group and company : For over 80 years, Sadia has grown from a Brazilian icon into one of Brazil’s most internationally recognized food brands, with over 1,200 products distributed in more than 100 countries.
Potential : The new system needed to improve portfolio navigation, strengthen shelf impact and support future growth while remaining unmistakably Sadia.
Strengthening Distinctive Brand Assets
Rather than redesigning the brand, we reinforced what already made it distinctive. Its iconic yellow was refined to preserve recognition while enhancing appetite appeal. The iconic “S” gained greater prominence and flexibility. Typography, hierarchy and layouts were redesigned to improve navigation and create a scalable visual system across the portfolio. Every design decision strengthened the brand instead of competing with it.
Reinventing a Brand Ambassador
Lek Trek evolved from mascot to a strategic brand asset. His poses, expressions and interactions became more contemporary while preserving the familiarity consumers already recognized.
Extending the Brand Experience
QR codes connected consumers to recipes, playlists and exclusive content, extending the brand experience beyond the shelf.
The Result
A scalable identity system for a complex global portfolio. More contemporary without losing familiarity. More expressive without sacrificing recognition. More flexible while remaining unmistakably Sadia. A system that strengthens distinctive brand assets and supports future growth across categories, channels and markets. Because iconic brands don’t need to become different. They need to become even more themselves.
