Creating an expertise-driven accessible identity for C&B's omni-channel ecosystem of pre-owned cars
CLIENT
Mahindra
ROLE
Director, Brand & Design
TYPE
Brand Identity, Brand Visual Language, Retail Communication & Signage
AGENCY
Elephant Design
CHALLENGE
Despite Mahindra's extensive global presence and diverse portfolio, the acquisition of NDTV's Car & Bike by Mahindra First Choice Wheels Ltd. (MFCWL) posed a unique challenge. MFCWL aimed to create a brand for mass-premium, tech-savvy demographic, integrating content with commerce in India's burgeoning pre-owned car market. However, misconceptions persisted among consumers who associated the Mahindra name exclusively with Mahindra vehicles.
STRATEGY
By merging Mahindra's legacy with C&B's expertise, the strategy aimed to position the new C&B as a game changer, offering customers a seamless matchmaking experience. The focus was to transform the brand and retail experience overcoming existing pain points of choice, reliability and informed decision making.
DESIGN
A cohesive identity system centered around the ampersand symbol, symbolized the merger of legacy and knowledge, phygital yet personal. A modular plug-and-play retail experience template was developed, comprising five interchangeable : Awareness, Welcome, Delight, Browsing & Inspection, and Customer Interaction. With the aim to streamline decision-making, clarify benefits, and seamlessly integrate digital and online expectations, the logo ‘&’ concept became pivotal in conveying key brand messages. The color palette inspired by the automotive and technology sectors, ensured a holistic in-store experience, and enhanced brand visibility. Design for high visibility on highways, the fascia system included a prominent back lit logo, dealer’s name, Mahindra endorsement. Additionally, a pylon with the brand promise demystified the service and a QR code invited passersby to the website. The signage and communicate have a conversational tonality in dual language for clarity and inclusivity.