Ana Couto Branding & Design

Ale

Challenge

Unite the brands Ale, in South/Southeast Brazil, and Sat, in the North/Northeast to construct a strong national brand in the fuel distribution segment. Two companies that have their own brand history but must now integrate, interact and create a new uni-directional corporate culture.

Solution

Ana Couto Branding & Design organized relations between Ale, Sat and Alesat to create a single culture but with differentiated positioning to maximize investments made in the brand.

The final decision was to use the Ale brand as the unified platform for all stakeholders.

Results

Backed by a stronger national brand, Ale expanded beyond its initial markets and is established as one of the main fuel flags in the country.