Monde Selection's new leadership was ready to write a new chapter for the brand that would be compelling to all its stakeholders.
For over 60 years, Monde Selection has built an expertise in certifying quality worldwide. The initial founders had left the company in the hands of a new management team, that had taken over operations and started consolidating their leadership.
However, with such a history, they struggled to embrace their ambitions for change and implement it, out of fear of disrupting too much everything that had been built up.
They called on us, to clarify the legacy they wanted to create and to help them shape a new chapter for the brand, with employees and legacy clients on board.
Ultimately we helped MS’s leaders to step into their roles with confidence.
We began our collaboration by immersing ourselves in the daily life at Monde Selection to grasp the essence of the business and learn about the ambitions of the new leadership.
We need a deep understanding of their current operations and close collaboration with leadership to reveal what established Monde Selection as a major player on the global scene. And make sure to preserve that legacy during the rebranding process.
We leveraged these insights and sparked meaningful conversations to integrate their vision into the company strategy and align every team member with it. Only then, did we refresh the brand’s visual identity to mark this new chapter.
We took part in Monde Selection's day-to-day life, attending tasting and evaluation sessions, strategic meetings, and internal keynotes. Understanding firsthand, what it takes to award quality labels to the highest standards in the industry.
Over the course of a few weeks, we worked with the team, and interviewed their clients and the experts. It helped us realise Monde Selection was building the idea of trust. Trust in producers, to inspire consumer confidence worldwide.
Through transformational discussions, we got real with the new leadership. If they wanted to respect the company's legacy, they also wanted to consolidate stricter quality standards.
« Collaborating with Nemesis has been a liberating journey for us (the partners) at Monde Selection. Their team took the time to truly understand what made our approach to quality unique. They helped us convey our mission in a compelling way, bringing a fresh perspective that structured both our brand narrative and our brand architecture. They made us refocus on what matters: our connection with consumers, and how to serve them best. The result is not just a refined image, but a powerful testament to the quality we stand for. »
Dimitri Delloye
Managing Partner, Monde Selection
To bring their ambition to life, we had to break with past habits.
We introduced a revised awards attribution system to match a more rigorous evaluation process and adhere to their exceptional quality standards.
We redesigned the current label structure, going from five to four labels, bundling both 'bronze and silver' tiers into one: 'nominees'. The idea was to position Monde Selection as the quality advisors from which companies can leverage expertise to better the quality of their products. It also symbolized an entry point into the certified world of Monde Selection, without making everyone stand on a podium.
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Today, they are celebrating the "Emerald Trophies," awarded to producers who have consistently earned a Monde Selection quality label every year for 40 years and more.
With the refresh of their identity, Monde Selection renewed the trust of their current clients and opened a new chapter of its story. They are now launching new product categories, broadening their offer.
We’re one chat away to the start of an amazing brand transformation.
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