Saga’s rebrand

Saga serves customers over 50 years old across insurance, finance, holidays and cruises. However, the brand’s own survey revealed that the majority of people in this age range find their age defines how they’re represented, and value brands that emphasise the idea of experience rather than age.

Off the back of this insight, SomeOne overhauled Saga’s visual and verbal identity geared towards ‘generation experience’, which is no mean feat given you could argue the over-50s category is just as varied as the under-50s. The agency found a unifying theme among Saga’s broad customer base to be the idea of quality and care, which it has aimed to weave into the new identity.


The agency enlisted London-based marbling specialist Lucy McGrath to create new prints for the visual identity, steering it more towards a luxury setting. During research, the marbling approach was seen by Saga customers as “a compelling way of connecting the brand offers with the enduring value, quality, and high levels of service delivered by Saga,” says Dawson. The marbling is achieved by combing patterns into coloured inks, which are added to the surface of water containing seaweed, ensuring the inks float.

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