MCK Branding: Identity with a Multicultural Essence

What do you do when your brand is already well known, but it doesn’t have a story to tell?

MCK, the holding company behind culinary concepts like Osaka, brought us that very question. Its name, like many others, was born from a legal entity and, over time, earned global prestige. So, what were we supposed to do? Change it or redefine it?

By learning about its origin—a trip to Asia, two friends surfing and discovering new cultures and flavors—we realized those three letters, MCK, held their true essence: Mixing Cultures and Kitchens.

MCK’s new identity reflects the personality of its team: a passionate, cosmopolitan, and free-spirited tribe. Because sometimes, the challenge isn’t creating a new brand—but making the one you already have tell the world who you really are.