Brand identity design for pre-owned vehicle ecosystem
Elephant Design created a cohesive identity system using the ampersand as a core connector, delivering a trustworthy omni-channel brand experience.
Digital Unification
pre-owned car ecosystem to the next frontier
Competitor and Consumer Analytics
Brand messaging strategy
Retail design implementation
In-store experience conceptualization
Developed a unified visual identity for Mahindra's acquisition of NDTV's Car & Bike, positioning the merged entity as an expertise-driven omni-channel ecosystem in India's growing pre-owned vehicle market.
Legacy Media Meets Digital
With origins predating independent India, Mahindra has evolved from automotive manufacturing into a global enterprise spanning technology, infrastructure, and financial services. Mahindra First Choice Wheels Ltd. (MFCWL) acquired NDTV's Car & Bike, an established auto-portal with strong digital presence, to create an integrated ecosystem. This merger aimed to bridge wholesale and retail channels while providing consumers with curated content to guide their purchasing decisions. However, misconceptions about being a Mahindra-exclusive marketplace needed addressing as they launched this new omni-channel experience.
Perfect Match Promise
The newly integrated Car & Bike aimed to position itself as a trusted advisor in the complex pre-owned vehicle market, matching customers with their ideal vehicles regardless of manufacturer. The brand needed to appeal to tech-savvy, mass-premium consumers while differentiating from service-led competitors. By combining Mahindra's market expertise with C&B's digital content capabilities, the brand aspired to create a seamless omni-channel experience where customers could access an "endless aisle" of options nationwide, supported by expert guidance throughout their journey.The Ampersand Icon
The identity system centred around the ampersand from the Car & Bike name, symbolizing the matchmaking concept at the heart of the brand. This element bridged Mahindra's legacy with C&B's digital expertise.
Cross-Platform Brand Expression
The flexible identity system translated seamlessly across digital platforms and physical retail spaces, supporting the "endless aisle" concept. These applications include smartphone/tablet screens to uniforms, stationery, livery and more.
Different Media, Same Effect
Our team’s communication framework is ready for multiple languages and regional contexts, creating a gender-neutral, inclusive brand ready to serve diverse customer needs.
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