scope

The task at hand

The Mosaram Shivramdas group, headquartered in Sitapur, Uttar Pradesh, is a prominent business house engaged in the trade and distribution of various FMCG and consumer durables including fertilizers, salt, cement, farm automobiles, consumer electronics, and mobile phones. The group has thriving business interests in infrastructure, logistics, agriculture, real estate, and entertainment.

Despite a rich history that has been carried forward and consistently built upon over the years, the group was facing challenges that hampered its further growth. 

The group operates a number of businesses across Sitapur, in various industries. The lack of a defined brand system was causing a decreased coherence and consistency in brand positioning, potentially hindering the group's ability to effectively communicate its value proposition and resourcefulness. This meant that despite their extensive business operations and diverse portfolio, their brand recognition was still low and did not commensurate with the scale of their activities. 

Apart from this, the cluttered brand system also affected the internal communication and synergy between the departments and business units. Addressing these challenges was crucial for the Mosaram Shivramdas group to overcome obstacles and unlock further growth opportunities.

solution

Our guiding principles

At the very outset of the collaboration, we understood that the task at hand wasn’t just to create an umbrella brand, but also to ensure a clear definition among the group’s sub-entities. 

The group wanted to ensure that the trust they command, along with their legacy, is carried into the future with even greater zeal. This required us to work closely with the group to thoroughly understand the businesses and how the sub-entities work with each other. 

The group entrusted us with the task of laying a robust brand architecture, creating a brand image and expanding its digital footprint, and we rose to the occasion with enthusiasm. We drew on our wealth of experiences and knowledge, and closely collaborated with the leadership at Mosaram group to help achieve the objectives.

impact

About the Mosaram Shivramdas group

Since its inception in 1907, the group has built strong partnerships with esteemed companies such as ITC, Vivo, Bharat Petroleum, JK Super Cement, TAFE and Massey Ferguson, Amaze, Chambal Fertilisers and Chemicals, Paradeep Phosphates among others. In addition to their trading and distribution operations, the group's network of warehouses across the state provides essential logistics support to numerous businesses. The group's diverse portfolio also includes ownership of retail spaces, a cinema hall, and a handicraft brand.

With a century-long legacy, the Mosaram Shivramdas Group remains committed to constant innovation, growth, and giving back to society. Through their dedication to providing consumer goods and employment opportunities, their positive influence extends throughout the nation.

Simplifying brand structure 

Through on-ground business discovery and problem statement identification processes where we interviewed various stakeholders including the direct customers (distributors and retailers) and held close discussions with the employees and the leadership, we shaped six sub-entities that would effectively encapsulate the businesses and simplify the brand structure.

• Mosaram Consumer represents the distributorships of FMCG, electronics and mobile phones, petroleum, and fertilisers.

• Mosaram Construction represents the group’s presence in cement, infrastructure, and real estate. 

• Mosaram Motors represents automobile, agricultural implements, and tractors distributions. 

• Mosaram Entertainment represents the city’s first shopping mall which also features the region’s first multiplex. 

• Mosaram Supply Chain leases warehousing and supplies logistics solutions to partners. 

• Mosaram Green Energy nurtures the spirit of sustainable development through the distribution of green energy solutions like solar panels and batteries. 

In addition to these, the Mosaram Shivramdas Foundation undertakes charitable and social initiatives as the group’s corporate social responsibility.

Developing a distinguishable and consistent visual identity

We conducted multiple discussions with the group’s leadership to develop a comprehensive brand that conveys a strong and memorable identity while reflecting the group’s values of integrity, innovation, excellence, and sustainability. 

Through a carefully crafted colour system, consistent visual language that included a distinctive logo system for the parent identity and that of the sub-entities, and various design elements, we were able to ensure an impactful brand architecture and establish a distinguishable brand image. For each sub-entity, we created a unique visual style that accurately reflects their roles and at the same time depicts a synergy with the rest and resonates with that of the parent group.

Throughout the process, we strived to maintain a balance between adding a new dimension of emotional resonance to the brand to create a strong connection with its stakeholders and reinforcing the group's position as a leader. With the logo, vibrant colour palette, clean font and other key brand elements rooted in the group's ethos, the resulting brand identity is a cohesive visual identifier and positions the group for continued success in the years ahead.

Establishing a strong identity with foundational brand elements

1. The logo is a simple and impactful 'M' mark that is a forward-moving and futuristic image creatively designed to capture what the company stands for. As the ‘M’ merges the different avenues we take into a collective vision, Mosaram Shivramdas Group is proud to commit itself to this vision as it grows.

2. The 'One Mosaram' pattern reflects the group's commitment to innovation and growth while adhering to timeless values. The dynamic stripes convey a sense of energy and diversity, while the texture adds depth and character. By using this pattern consistently across various collateral, the brand is able to create a memorable visual identity. 

3. The 'Everywhere but Centralised' asset is another crucial element of the group's visual identity. This distinctive design, featuring a blue network of hexagons and lines on a white background, adds visual interest to the brand's collateral while evoking feelings of trust, stability, and professionalism through its blue colour scheme. The interconnected shapes and lines in the design may represent the complexity and integration of the brand's sub-entities, highlighting its commitment to providing comprehensive solutions across multiple industries.

4. 'The Mosaram Network' brand asset conveys the scale of the business and the synergy across various verticals of the Mosaram Shivramdas Group. This visually striking circular design communicates balance, harmony, and professionalism. The concentric circles, subtle dots, and various shades of blue evoke a sense of continuity, depth, and trust. It is the symmetrical shape and intricate pattern that adds to the design's visual appeal, creating a memorable and timeless symbol of the brand's commitment to excellence.

5. The ‘Since 1907’ stamp is ideated with the straightforward intention of reflecting upon the brand’s business operations over a period of more than 110 years. Over this long period of existence, the group has made notable strides in developing deep distribution channels, achieving market penetration and nurturing business relationships. Hence, the asset reimposes the continued trust and reliability of the group among the stakeholders.

Crafting a professional and consistent font identity

We employed the Montserrat typeface for the group’s visual identity to add character traits of wisdom, kindness, commitment, poise, and care while maintaining a certain formality, timelessness, and rootedness. This modern Sans-serif typeface’s clean and versatile geometric lines lend themselves well to a wide range of applications. A range of weights and styles are used to maintain consistency within the brand. 

Enhancing the group's marketing efforts with strategic collateral design 

The Mosaram Shivramdas group’s collaterals embody simplicity, elegance, and consistency, which reflect the brand's timeless and rooted character. The messaging is crafted with a wise, experienced, formal, kind, and committed tone, appealing to retail cohorts, corporate houses, SMEs, and local distribution ecosystems. By featuring a balanced combination of typography and imagery, put together in a minimal design aesthetic and colour palette, the collaterals effectively communicate the brand's value proposition and differentiators clearly and concisely, establishing a strong and consistent brand presence.

We strategically crafted the group’s corporate profile to create a comprehensive document that effectively communicates its brand identity through visuals, messaging, and tone of voice. The profile highlights the group’s products, services, and notable achievements while showcasing the group’s values, and commitment to social responsibility. 

We also enhanced the group’s brand experience through executive collateral such as a custom diary and calendar that embody their values and visual identity. These designs, with their minimalist aesthetics, branded elements, and practical features, were designed to reinforce the brand's image and provide an elevated experience for its stakeholders. Additionally, we designed a customized packaging tape that features a sophisticated design, incorporating their logo and brand colour scheme.

Elevating the group’s online brand and digital presence 

To ensure that the website accurately reflected the group's brand identity and values, we worked closely with the group to identify the brand's personality traits and values and craft a language that effectively conveys them to the website's visitors through a consistent tone of voice in communication and messaging lending to a cohesive brand experience. 

The website also boasts exceptional navigation and improved accessibility features. Through meticulous collaboration with the group, we ensured that the website's design and structure were optimized to provide seamless user experiences. With a corporate yet open style, the website maintains a sense of professionalism while embracing a modern and innovative vibe. This balance of elements creates an inviting atmosphere for visitors, allowing them to engage with the content in a comfortable and accessible manner.

Another of the standout features of the website is its impactful imagery. The visuals not only enhance the aesthetic appeal but also serve as powerful storytelling tools. By incorporating compelling images that align with the group's values and personality traits, the website creates an emotional connection with the audience, reinforcing the group’s rooted and poised identity. 

The collaboration also involved revamping their social media presence and developing a content strategy that aligned with their brand's values and goals. By staying consistent with its messaging and maintaining a cohesive brand image, we helped the group establish a stronger online presence and connect with its audience in a more meaningful way. We set up the profiles, conducted extensive hashtag research, and created content buckets, while helping with effective calendar planning, content posting, and conducted post-publishing content interaction and performance analysis on LinkedIn, Facebook, Twitter, and Koo.

Work with us

We are privileged to have played a significant role in the remarkable transition journey of the Mosaram Shivramdas group. At Grapdes, we are committed to delivering tailored brand strategies, creative design solutions, and digital strategies that empower businesses to thrive in the dynamic digital landscape of today.

Our team is passionate about creating custom solutions that align with the unique needs and objectives of each client partner. We take pride in our ability to craft cohesive brand experiences, build robust digital footprints, and drive tangible results. 

If you are interested in discovering how our services can propel your business towards similar success, we invite you to reach out to us. We are excited to explore the possibilities and collaborate on your brand's transformative journey.