Brand repositioning and corporate identity development.
Elephant Design repositioned Morde's market perception through strategic brand transformation, delivering premium professional positioning.
Brand recall
improvement, enhanced market positioning
Extensive consumer persona research and insights
Comprehensive brand architecture development framework
Three-tiered packaging hierarchy system design
Digital and physical touchpoint integration
Professional workflow optimization and analysis for improved product experience 
Repositioning India's leading chocolate ingredient manufacturer from Industrial Supplier to Thoughtful Enabler via brand transformation and strategic positioning interventions. The deconstructed visual language reveals how Morde’s core forms translate fluidly across intimate brand artifacts like stationery and visiting cards.Industry Cornerstone
Morde has been a cornerstone of the Indian chocolate industry for decades, supplying high-quality pure chocolate in various formats to leading confectionery brands and professional chefs.
Despite its market dominance and innovations, the brand's identity remained outdated, failing to reflect its expertise, reliability, and creative potential. The brand needed to transcend its perception as merely a raw material supplier to become an aspirational partner for culinary professionals. 
Thoughtful Creative Enabler
The culinary landscape has shifted dramatically from functional to emotional benefits. Modern culinary professionals view ingredient choices as extensions of their craft identity, demanding suppliers who match their passion and elevate their work's perceived value.
Our approach centered on understanding the critical moment when professionals reach for chocolate ingredients, designing interventions that provide precise information to enhance efficiency and eliminate selection stress. This transformation established Morde as a premium brand comparable to global industry leaders while positioning it as a strategic partner that understands and elevates professional culinary ambitions. Unveiling Consumer Pursuits
Our research identified three professional customer segments whose operational priorities shape their ingredient choices. Large industrial clients focus on innovation, consistency, and reliability; high-volume chefs demand world-class, repeatable performance; and artisanal chocolatiers seek versatile, easy-to-use formats that enable distinctive creative expression 
Insight-Driven Hierarchy
Our packaging system emerged from intensive observational research within professional kitchens, studying how culinary professionals navigate ingredient selection workflows. The three-tiered hierarchy eliminates confusion through intuitive colour coding and strategic information placement that accelerates professional decision-making processes.
Flight To Dreams
The "Flight to Dreams" logo captures the essence of professional passion and pride. Within the negative space, a rising dove emerges, symbolizing each customer's continuous pursuit of their dreams. The carefully crafted typeface creates an upward motion that suggests soaring toward achievement.
This visual identity elegantly weaves together Morde's rich legacy with its current market leadership. The logo becomes a beacon of hope, inspiring both company ambitions and customer aspirations. The identity naturally evokes pride while reflecting genuine passion for excellence. Through strategic visual storytelling, Morde positions itself as the ideal partner for professionals who share similar dreams and aspirations.. 
Brand Legacy
The comprehensive brand architecture balances heritage wisdom with contemporary professional needs. Forward momentum drives strategic professional positioning that elevates industry standards. The seal of “Crafting excellence since 1983” anchors the brand in proven expertise. Our master-brand strategy ensures consistent premium positioning across all market segments.
This framework transforms Morde from a traditional ingredient supplier into something far more meaningful. The brand now elevates professional culinary ambitions and creative potential within the industry, and reflects modern professional creative needs with its aspirational business positioning. 
Similar Projects
