Organización Soriana is a Mexican public company and a major retailer in Mexico with more than 824 stores. Soriana is a grocery and department store retail chain founded in Torreón, Coahuila, in 1905 and turned into a major national retailer in 1974. In 2012 Soriana initiated a customer-focused transformation process that prompted a complete rebranding, launched in 2014. The new logo is the palpable culmination of an extensive brand definition project, supported by an internal organizational culture evolution process to improve customer service, and endorsed by a redesign of the different supermarket formats to improve the consumer shopping experience. The new logo is the graphic synthesis of a company that reinforces its focus on their main consumer (the housewife) and the home economy with the message “We appreciate you”.

(© interbrand | Organización Soriana)