A new era for an industry legend

In 2011, Harel Frères’ overall identity needed a new look and felt out of tune with the reality of the conglomerate that it was evolving into. Brand In One was appointed by Luxury Branding to undertake a detailed brand context analysis which included interviews with employees and the various stakeholders of the brand. We discovered that the new brand needed to convey modern expertise while finding ways to showcase the group’s deep ties to the ‘earth’, its main differentiator. Terra was born.

In 2016, Brand In One conceptualised and developed a 4h ‘brand-into-action’ training program which was attended by all the 1000+ employees of the group (head office + all the subsidiaries) over 2 months. We successfully managed to motivate and ensure the team members of different background (industry, education, jobs, age group) understood the newly developed value ‘Tenacity’ by allowing them to explore the notion in 4 different creative workshops held conjointly. We even created a 100% Mauritian Kreole version of the workshop for some of the front liners. An extraordinary enriching, bounding and engaging experience for all the attendees who came out of the workshop fully invigorated.