Mitsubishi Chemical Europe offers highly developed chemical-based products and specialty materials in four business fields: Performance Products, Chemicals, Industrial Gases, and Health Care.

Chemical companies like MCE are aware of the fact that something needs to change in the way the chemical industry has neglected their environmental responsibilities. After being part of the problem for many years, they are now aware that they need to come up and be part of the solution.

That’s why Mitsubishi has developed the Kaiteki philosophy in 2007. In short, Kaiteki refers to the sustainable well-being of people, society and our planet Earth in addition to serving as a guide for solving environmental and social issues and adjusting production processes to meet sustainability goals.

Reviving McGregor New York's brand heritage.            

“Before McGregor there were roughly two ways of dressing: office attire or workwear. But playing golf or manning the barbecue doesn't go well in a three-piece suit. After McGregor there was American Sportswear.”

Background

Founded in New York in 1921, McGregor is a true American original, the first American sportswear brand with almosta century-old heritage.

Over the decades, McGregor’s style has been characterised by laidback luxury with a touch of class. Timeless, fashionable, everyday essentials.

A market leader throughout the 50s, 60s and 70s (long before today’s mass brands were born), McGregor unfortunately had a tumultuous 2010s, which saw them close a number of stores and decrease their footprint.

Chemical companies like MCE are aware of the fact that something need to change in the way the chemical industry has neglected their environmental responsibilities. After being part of the problem for many years, they are now aware that they need to come up and be part of the solution.

That’s why Mitsubishi has developed the Kaiteki philosophy in 2007. In short, Kaiteki refers to the sustainable well-being of people, society and our planet Earth in addition to serving as a guide for solving environmental and social issues and adjusting their production processes to meet sustainability goals.

To create clear and ownable communication

Refelecting values of the Kaiteki philosophy

In the category of chemical companies there is hardly any difference in identity. Initially that applied to Mitsubishi Chemical Group as well. This visual uniformity in the field offers an excellent opportunity to develop a distinctive visual language; a tool to create communication that is always recognizable as Mitsubishi Chemical Group. Even if we don't show the logo.

The challenge is to create a visual language that reflects the Kaiteki philosophy. Every piece of communication, every visual element created, should be in line with the core values of Mitsubishi, according to Kaiteki: creating sustainable growth through careful innovation.

The Comeback & Our Task

In 2019 McGregor reinvented itself with 12 new stores in Belgium & Netherlands. For this new phase in the brand’s journey, we were tasked to create a recognizable visual language for the in-store communication and social media.

Our approach was to establish the strong NYC narrative of the McGregor brand. To communicate the renewed McGregor brand we created content and visual cues that were reminiscent of the brand's legacy, and a system that made the content look in keeping with the times. 

To create clear and ownable communication

Refelecting values of the Kaiteki philosophy

In the category of chemical companies there is hardly any difference in identity. Initially that applied to Mitsubishi Chemical Group as well. This visual uniformity in the field offers an excellent opportunity to develop a distinctive visual language; a tool to create communication that is always recognizable as Mitsubishi Chemical Group. Even if we don't show the logo.

The challenge is to create a visual language that reflects the Kaiteki philosophy. Every piece of communication, every visual element created, should be in line with the core values of Mitsubishi, according to Kaiteki: creating sustainable growth through careful innovation.