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  • Writer's pictureTuvi | Creative Agency

Branding through grief


Passionate about their art, Karine and Michael are working hard to perpetuate their family business which started in 1969. More than a business, it is the inheritance and loving memory of Hervé Delaître, their father and father-in-law respectively, who passed away in 2017.

Former logo of Herve Delaitre Mauritius
Old logo

3 years after his departure, the established company, with a legacy specialized in tomb making and engraving with the latest technologies, desired to mark the transition in their brand identity, both to reassure their clientele that the company is still strong and growing, and to give their image a more modern and professional look.


We quickly understood that it was an important emotional step, and the priority was to preserve and honor the father's memory. Therefore we chose to develop the brand around a representation of an eagle's wing, the favorite metaphor of Mr. Delaitre based on a Bible's verse, and a symbol of his everlasting presence in the company's identity. We also wanted to give a more modern and classy look, for their activity dignifies the memory of lost loved ones, and deserved to be dignified as well.

The branding included business cards, flyers, uniforms, compliment cards, social media assets, videos, and much more.

L'aigle prend son envol ! Merci à Tuvi Creative Agency pour la conception et la création de notre brand identity. Ils ont su exactement mettre en pratique ce que l'on avait dans notre esprit. Ce fut un plaisir de collaborer avec eux.

#rebranding #logo #logoreveal #brandguideline #brandderivatives

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