MCB
about the project
MCB Milieutechniek is a specialist in manufacturing recycling containers. Sustainability runs through everything they do: quality, durability, and lower CO2 emissions have defined the company since it launched in 2000. Beyond producing containers in-house, they also guide governments and businesses on how to organize waste collection and recycling more effectively.
client
MCB
services
Brand Strategy Brand Positioning Brand Identity
year
2023
Industry
Moscow, Russia
strategy
The project started with a brand positioning workshop, followed by work on the brand strategy. Together, they brought the company’s different facets into focus: the production of containers and the advisory role in waste collection and recycling. Our creative process centered on distilling MCB Milieutechniek's essence through concept and branding, putting their commitment to sustainability, adaptability, and customization at the core of every decision. These strands became the foundation of a unified brand concept, giving the brand a clear position and a single idea to build on.
Concept
"Shaping" is the idea at the heart of the brand. It was born from MCB Milieutechniek's commitment to sustainability, adaptability, and customization, distilled into the tagline: *MCB Milieutechniek shapes the flow of recyclable materials.* MCB shapes containers and develops new ways of processing raw materials, but "Shaping" also reflects how they work, giving form to their values and their approach. It speaks to transformation and creation, adaptability in meeting market and customer needs, and, at its core, a commitment to shaping a more sustainable future. The new logo plays with the interplay of forms, a nod to how MCB molds containers and to the broader transformation their values drive in the world around them. We refreshed the palette with lively greens and bold purples for a more spirited personality, paired with Attila, a serif-sans hybrid typeface with a distinctive, contemporary character. Photography blending container shapes with natural textures, leaves and organic elements, ties the visual language back to the sustainability story at the brand's core.
the result
MCB sought to make a significant impact, and the new brand was introduced through a successful soft launch at three prominent industry events: Gemeentelijk Grondstoffencongres 2023, NVRD Jaarcongres and Reinigings Demo Dagen. The next phase is an upcoming website update that will take the brand even further.
