FSE Group wanted to build on its experience in the chemical industry with a new brand. In the household cleaning category in particular, consumers had been facing a problem for years: they either chose high-quality but expensive products or settled for affordable ones that failed to meet their expectations. There was a need for a strong brand to fill this gap.

The power of professional hygiene brought right into your home

Cleaning is not just a matter of hygiene. It is also a matter of trust, comfort, and quality of life. When creating Menkie, our goal was to build a brand that would bring the power of professional cleaning into homes and businesses. With its strong performance, lasting effect, and accessibility, we have redefined the next generation of hygiene.

Brands in the market were positioned in two separate worlds. On one side were technical brands offering professional solutions; on the other were cleaning brands that spoke only to the end user. As İnce Fikirler, we positioned Menkie right in the middle of these two worlds. We built a brand that stands out with its reassuring professional approach, warm communication style, and strong brand identity.

We designed every aspect of the process—from brand strategy to naming, and from visual identity to communication style—using a holistic approach. The result was not just a cleaning brand, but a new-generation hygiene brand that makes professional-grade quality accessible to everyone. Today, Menkie stands alongside those who believe that hygiene is not just about cleaning, but about making life more beautiful.