For over 100 years, MLC (Mississippi Lime Company) has operated one of the purest and richest high-calcium mineral reserves in the world —with over 100 years of material still waiting underground.

They needed a re-brand that reflected their heritage, unique positioning and aligned with the brand’s unwavering commitment to purity; enter Toky.

Working with key stake holders we crafted and refined the brand from the ground up; vision, mission, proposition, pillars, values, promise and story were just the start for us. We put our ideas into action developing a new brand look and system that elevates MLC above the competition, in the relentless pursuit of purity.