M Automotiv

For a new generation of mobility that is accessible to all! 

In line with the Renaulution group strategy, Renault Group chose to focus on its core business, following this strategic shift distribution was externalized. In the Moroccan market, Renault Group appointed M-Automotiv as the new distributor of the Renault, Dacia and Alpine brands, Bonzai was appointed to design the strategic identity for the company from the name to the visual identity and communication strategy. 

At first, the brief was to develop an identity for M-Automotiv, but our ambition was to create a brand that would shake up the codes of the category, which is why we went further than expected. 

Rather than talking about the fact that M-Automotiv is committed to mobility in Morocco, we’ve made it the core of the identity and developed a strong name for the company.

We’ve developed the name M-Automotiv and put the emphasis on the M, which represents both the promise to always strive for simple, sustainable and innovative mobility, and the commitment to a Morocco on the move.

We’ve also crafted an identity that goes against convention, as the brand aims to be a category shaker. A square rather than a circle, because this commitment to mobility is something that's demonstrated every day through what the company does and how they do it, and it's the unwavering involvement on a daily basis that proves this mobilization.

Project team

Mehdi El Morjani

Ilham Zahzouhi

Mohammed Maaty Lahroudi

Hicham Seddik Seghir

Majid Maslouhi

Abdelali El Madani

Brand strategy 

To accompany this identity, it was crucial to develop a strong raison d'être that impacts the customer experience as well as M-Automotiv's products and services. Offering modern, accessible and innovative mobility solutions is the brand's leitmotif and what keeps its engine running every day.

Visual Identity System

Finally, to bring this brand to life in its various forms of expression, it was also crucial for us to create a strong, differentiating graphic universe. 

Whether through the use of colors that are highly unusual in the category, or our coat of arms which also acts as a structure, our graphic universe contributes to greater brand legibility as well as rapid identification in a highly competitive category.