Repositioning Maximilian Chocolat
Summary /
We crafted Maximilian Chocolat identity in our traditional 3 stages of working:
Audit & strategy: Our initial engagement with Maximilian involved a comprehensive audit to define the brand's core values: beauty, family, and craftsmanship. Based on this, we developed a long-term strategy encompassing a 5-10 year operational plan with clear communication objectives. This included creating an English tagline, "tiny bites of delicious tingling" to support future international expansion and outlining a long-term editorial and communication framework for the business.
Visual System: Recognizing the need for a brand refresh to align with the long-term vision, we focused on repositioning Maximilian for potential global markets. This involved segmenting the product portfolio into distinct categories, including the introduction of two new product sections.
Implementation: The implementation phase centered on bringing the new brand identity to life, primarily focusing on the new product segment we developed. This included a complete overhaul of the website with English translations, a refreshed social media strategy incorporating the new tone of voice and content, and updated product labeling. This initial visual facelift aimed to create a cohesive brand narrative and prepare Maximilian for future growth and international market entry.
July 2023: audit & strategy
Our collaboration with Maximilian started with our traditional audit phase. The primary objectives were twofold:
To establish clear long-term goals for this business - we aimed to create a defined operational roadmap for the subsequent 5 to 10 years;
To develop a cohesive and consistent communication & product strategy.
The audit process involved a thorough examination of the existing brand, the market, the potential future development. With these in mind we defined the core values that underpinned Maximilian, identifying "beauty," "family," and "craftsmanship" as central tenets. This value framework became the bedrock upon which all subsequent strategic decisions were made. Building upon this narrative and in close collaboration with the client, we formulated a long-term strategy spanning the next decade. This plan outlined distinct phases: an initial three-year period focused on consolidation, followed by 4 to 8 years of strategic investments, culminating in the long-term aspiration of international distribution.
With the long-term vision clearly articulated, we addressed the need for a unifying tagline that would resonate with both the domestic Romanian market and potential international audiences. This led to the development of the English tagline "tiny bites of delicious tingling" which we identified as a core strength and a key differentiator for the brand. Complementing this, we initiated the development of a comprehensive communication strategy, including outlining a long-term editorial calendar and the potential structure for a future communication department and overall communication plan.
This is the way the brand was presenting itself when we arrived:
2024: visual system
Strategy & creative direction: Alexandra Crăciun
Creative director: David Stroe
Photography: Fred Dwe
Through the audit and initial strategic planning, it became apparent that Maximilian needed a brand repositioning to effectively compete and prepare for potential international expansion. This necessitated a re-evaluation of the brand's overall presentation and, consequently, its visual system. The existing visual identity was closely tied to the current product portfolio. To facilitate a more strategic approach, we undertook a segmentation of the product portfolio into four distinct categories:
Mass Market: Products designed for broad consumer appeal and accessibility.
Mid-Range: Encompassing classic pralines and chocolate bars, representing the current core of sales and profitability.
Upper medium: A newly conceived product line intended to be playful, modern, and expressive, directly embodying the new tagline and exploring diverse flavor profiles.
Premium: A future, high-end product category that was identified for long term but not part of the immediate visual system development.
The primary focus of the visual system refresh was directed towards the Mid-Range product segment (formerly referred to as 'Upper medium'), as this was identified as the key area to showcase the brand's evolved positioning. To achieve this, since we had a very limited budget, we implemented several straightforward yet impactful enhancements.
Firstly, we refined the color palette, introducing new shades carefully selected to align with the brand's new positioning, 'tiny bites of delicious tingling,' and evoke the desired sensory experience.
Secondly, we established a distinct visual territory centered around the core product: the pralines - both physical and abstract. These 'tiny bites of delicious tingling' served as the primary visual anchor, designed to directly connect with the target audience.
To ensure high-quality representation within this visual territory, we conducted a professional photoshoot specifically aimed at capturing compelling imagery of the pralines and supporting visual elements.
2024: implementation
The implementation phase began with the execution of the visual repositioning, specifically targeting the upper medium product line. While the "Mid-Range" products retained their existing presentation, the "Upper-Medium" segment underwent a significant transformation. We developed a core visual concept that was subsequently integrated across various touchpoints, including a newly designed website, a revised social media strategy, and updated product labeling.
Website
The website underwent a complete overhaul, with all text content translated into English to align with the long-term objective of international market penetration.
Social Media
The social media strategy was also revamped, encompassing changes to the tone of voice, communication style, and the categories of content shared. This aimed to create a more engaging and globally appealing online presence.
Packaging & other implementation
The design of the product label for the "Upper Medium" line was carefully crafted to visually connect with the new brand narrative and the "delicious dinglings" tagline.
This strategic upgrade and repositioning were undertaken to build upon the existing foundation of a well-regarded family business. By providing a clear strategic direction and an updated visual identity, the goal was to unlock new market potential and facilitate expansion into different consumer segments.
Testimonial
For us, this repositioning was a profound and enlightening experience. The audit conducted was not only extremely helpful but also a moment of introspection for us as a brand. The proposed strategy brought genuine value, becoming a reference guide that we continually consult and strive to follow at every stage.
Alexandra's expertise, shaped by her extensive experience in the hospitality industry, gave us deep confidence in our development direction. The motivation to push beyond our limits and communicate more effectively—ensuring our brand story is truly conveyed—generated through our collaboration with BEAM, will remain with us for a long time to come.
David amazed us with how he understood the essence of our brand and transformed it into memorable visual creations. It was fascinating to see ourselves in a new light, through this evolving positioning.
The entire experience gave us the confidence that the clear objectives and ambitious dreams we’ve outlined can become reality and that we now know what we need to do to achieve them.
In conclusion, the collaborative approach developed by BEAM helps to build something sustainable and with a truly impactful long-term effect.
—Laura Hizo, owner