MCP
How we turned MCP’s ‘More than Ceramic’ slogan into a coherent brand spirit that positions ceramics as an architect of living spaces.
- Client
- MCP
- Discipline
- Digital, Concept, Creative
- Year
- 2022
From Slogan to Brand Spirit
The first line that greeted us as we stepped into MCP’s world became the compass for our entire creative process: “More than Ceramic”. It asked us to see ceramics not merely as a building material or a surface finish, but as an architect of living spaces and a source of aesthetic depth. Our task at SALT Kreatif was to turn this bold claim into a coherent experience felt at every brand touchpoint.
From Logo to Space: The Aesthetic Journey of an Identity
In laying MCP’s visual foundations, we wanted the logo to be more than a symbol: a signature of the brand’s innovative, modern stance. From the corporate identity to catalogue design, and even calendars that find their way into everyday life, we sealed MCP’s promise of “quality” and “aesthetics” in every detail. Our design language softens the hardness of ceramics with the elegance of modern graphics, giving the brand a prestigious presence.
Pixels and Textures: A Sense of Reality in the Digital World
Taking MCP’s vision online, we created a platform where users can sense the texture of ceramics and their effect on a space, even from behind a screen. Through rendering work carried out with our solution partner, we turned the most realistic depictions of the products into a flawless visual feast. By designing a fluid, user-friendly website fully aligned with the brand’s visual identity, we made MCP’s world “beyond ceramics” accessible to everyone.
A Modern Signature Built for the Future
Today, the MCP branding project stands as a success story that tells not only what a brand makes, but the perspective it offers the world. This consistent language, felt everywhere from catalogue pages to digital interfaces, has strengthened the brand’s competitiveness in its sector while carrying its aesthetic legacy into the future.
“For MCP, we turned the cold surface of ceramics into a warm, inspiring brand story. Taking the ‘More than Ceramic’ slogan beyond a promise, we built a living identity that creates value and can be felt in every pixel, from the logo to the website.”
CATEGORY:
Digital, Concept, Creative
CLIENT:
MCP
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