Mint Kulca

With more than 17 years’ experience in the recruitment industry our client concluded that an aligned culture is the primary and the most powerful advantage in business to attract, hire and retain the best talent; and alignment can only be achieved through aligning personal values with company values. They embarked on a new mission to help companies increase their profits by making their culture their competitive advantage. This powerful message and their new service offering needed a platform and a language.

Mint Kulca is a forward thinking company with a refreshing approach to aligning culture with strategy.

They Believe that culture determines your common language, it’s the ingredient that cultivates engagement. A strategy at odds with its Company culture is done for.

They use their mint perspective to define the values that determine your culture; to give you a snapshot of how your current team fits into/supports your culture.


During an extensive exploration workshop with The Oaks, their new brand ‘Mint Kulca’ was born.

The definition of ‘Mint’

  • (noun) a herb whose leaves have a strong, fresh smell and taste and are used for giving flavour
  • (verb) to produce something new and
  • (adjective) perfect, as if new

This definition resonates well with the approach used during interventions, and the result achieved: Leaving the client company Fresh, New, with strong Aroma and Flavour; In Prime Condition.

The Oaks Explored ways in which this newly discovered identity could be executed as to present its clever, engaging and edgy personality to the rest of the world in such a way that it will attract and develop affinity amongst the target audience.

Project Info

  • Client:Mint Kulca
  • Categories:Branding, Design
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