The Challenge

To elevate a premium, heritage-based product trapped in a commodity market.

The Solution

A complete brand repositioning built on a core story of "Ceremonial Prestige."

My Role

Brand Strategist & Creative Director

A Premium Soul in a Commodity World

Elis needed more than a visual identity. The goal was to architect a brand that connects emotionally through Moroccan legacy while competing as a modern, premium player in natural oils.

Elis mogador brand strategy

To build a brand that lasts, we must first build its foundation. This was our strategic journey from a simple product to a soulful brand.

Elis mogador Brand Expression

With the strategic blueprint complete, I began the work of creative execution. Every element was intentionally crafted to express the Elis story of “Ceremonial Prestige” and connect emotionally with the audience.

Brand Strategy

Phase 1: Defining the Internal Brand

Uncovering the 'Why'

We began by looking inward to define the brand's authentic compass. A brand without a clear purpose is easily lost. Together with the founder, we articulated the essential internal elements that would guide every future decision:

Purpose :

To create a daily ritual that honors a woman's heritage and ambition.

Values:

Authenticity, Timeless Wisdom, Modern Elegance.

Vision:

To be the most cherished luxury beauty brand of Moroccan origin.

Mission:

To craft exceptional products that tell a story of cultural pride.

Phase 2: Mapping the External Landscape

Finding a Unique Place to Win

With the internal soul defined, we looked outward to map the competitive landscape. The market was saturated with products focused on a single ingredient—Argan oil. Our analysis identified a clear gap: no brand was speaking to the emotional tension felt by the modern Moroccan woman. This insight became our strategic advantage. Our point of Difference wasn't an ingredient; it was a feeling of honored identity.

elis compititor analysis

Phase 3: Defining the Connection

The Heart of the Audience

A brand that tries to speak to everyone speaks to no one. We defined a precise Audience to be the Hero of our story: a woman who navigates the worlds of tradition and modernity, who is ambitious yet deeply connected to her roots. Understanding her internal desire to feel seen and honored was the key to unlocking the brand's heart.

Elis audience

Phase 4: Crafting the Message

A Position of True Value

Finally, we synthesized our internal and external insights into a clear and powerful Positioning statement. We strategically elevated Elis from the world of functional "cosmetics" to the world of "Ceremonial Prestige." This new position gave the brand a unique voice, justified its premium price, and created a powerful story that could escape the commodity trap of the souk.

Brand experience

The Elis Brand Experience: A Ritual Reimagined

The final brand expression is a complete sensory journey. From the serene digital sanctuary of the website to the tactile elegance of the packaging, every touchpoint is a chapter in the brand's story. This is the world of "Ceremonial Prestige" made tangible, inviting customers into a modern ritual of hono

Let's Begin Your Story.

I partner with a select number of ambitious founders who believe in building brands with soul. If you are ready to move from being unseen to becoming unforgettable, I would be honored to learn about your vision.

    Get in touch if you need help with a project

    Contact :

    +212 (0) 703 281 417

    Email :

    ismailelisary@gmail.com