At Sonae Arauco, strengthening the connection between the company and its employees became a key priority. As part of a broader internal communication strategy developed with Bastarda, merchandise emerged as a way to translate that connection into something tangible.

More than branded objects, the pieces were designed as symbols of belonging within the organisation. Each item reflects the brand’s core values such as innovation, collaboration and sustainability, encouraging employees to wear them with pride and feel part of a shared culture.

Integrated into internal initiatives and communication moments, the merchandise helped make the brand more present in everyday life inside the company, reinforcing the sense of community among employees.