Background

TT Mbha approached us with an idea for a cookout experience created specifically for couples. He came to us with the name Mbha Couple’s Cookout  #MCC and tasked us with developing the concept into a distinctive, ownable lifestyle experience.

Our role was to take the initial idea and build the world around it, defining what the event represented, how it should communicate and how the identity could bring together food, intimacy, entertainment and shared experiences.

Challenge

The challenge was to ensure that MCC felt like more than another food or social event. It needed an identity and central idea that couples could connect with emotionally, while still being contemporary, social and flexible enough to grow into a recurring event property.

The concept had to bring the act of cooking into the experience without making MCC feel like a cooking class. Instead, food needed to become the catalyst for interaction, conversation and connection between couples.

Outcome

We developed the visual identity and positioned the experience around the tagline “Cook x Consume x Connect.”

Each stage represents a part of the MCC experience: Cook is about creating something together; Consume is about sharing the food, atmosphere and experience; and Connect is the ultimate purpose, giving couples an environment in which to engage with one another and deepen their connection. This meaning is also reflected in the original concept rationale, where Cook represents creation and intention, Consume represents shared experience, and Connect represents intimacy, dialogue and cultural bonds.

The result was a cohesive event brand with its own visual language, messaging and personality, transforming TT Mbha’s original name into a recognisable couples-focused lifestyle property.