Project / Re-Branding

Client / Mckayson

Category / Fashion

Scope / BX - Convention


Brave, but flex.

As a re-branding project for premium golf wear brand Mackayson, Clan Mackay's motto, MANUFORTI, a Scottish word meaning "strong hand," was reinterpreted into the new slogan "Brave, but Flex," emphasizing a flexible spirit.

By deriving various visual elements that reflect the history of the country where golf is based, a storytelling tower was created that connects McKayson and Scottish originality.

By maintaining Mackayson's business values and at the same time blending the autonomy and spirit of Scottish Mackay, we presented a better brand direction and definition rather than ALL NEW.

Through the 23FW convention, we provided a comprehensive experience linking archives, music, and catering, focusing on visual elements.

borderless, clear and wit

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