This re-brand for Morden’s of Winnipeg factors in many core elements of their business. The design’s primary colour; gold and it’s diamond details signify the company’s award winning products and their value for quality. The marriage of the M and W in the monogram form a connection, symbolizes the importance of family and community connections. The monogram’s looping figures are also reminiscent of swirls of chocolate. The repeating diamond pattern represents the company’s abundance of products and plentiful selection. The modern packaging shows that they are innovative and forward thinking and the packaging’s colour palette is a nod to Morden’s current packaging colours; providing familiarity for the longtime customers of this well-established business.