morand

The Morand brand needs to rediscover its "panache". The agency redesigns and replaces the Martigny lion coat of arms in the brand's logo, as it had sometimes been used irregularly and isolated from the logo. By integrating it in this way, the agency gives the brand two attributes: pride in its origin and communication of the strength of its products. The logo is revised and all the colour codes are adopted. The new identity asserts itself in terms of both quality and simplicity.

Morand moves between tradition and modernity. In capturing the essence of fruit, the brand needs to remain sober in its expression. Bader Creation offers the brand a varied field of communication: illustrations, lettering, everything is reviewed, rethought and integrated into a charter, just as the agency likes. In less than 20 pages, the complexity of this universe is explained, scenarios are demonstrated and source elements are made available to promote applications.

The Morand universe is now well defined. But the house comes up with a new line that it wants to keep separate: an eau-de-vie from the very heart of the distillation process. The agency develops a small universe designed to distinguish itself from the usual Morand image, in order to create a special range for connoisseurs. Splashes of bright colour (created by the artist Olivier Saudan) evoke the intensity of the fruit taste. The visual language is developed around the themes of "expression", "purity" and "personality".