Renew the identity for a global Chilean brand

Abstract

The strategic contribution of design to companies is nourished by an immersion in the reality of the people and entities that interact with it. In the case of corporate identity, companies face the need to evolve periodically due to changes in the competitive scenario and in the company´s own business vision. This was understood by the forestry company Arauco, which shortly after half a century of operation, submitted its historic brand to a careful renovation process, led by a multinational design team of the Chilean consultancy Procorp-Saffron.