An Inspiring brand identity and repositioning with effective
global harmonisation for Unilever's margarines.
Unilever's yellow fats category comprises a staggering 40 brands
across 50 countries, many with totally different identities from
one country to the next. They asked us to create a unified global
brand identity to communicate their brand vision: 'Growing Great
Kids'. Many of the brands were already very strong in their
respective markets and the new identity had to embrace those brands
without jeopardising their success.
Our hand-drawn flowers in a sunny meadow present a deceptively
simple visual identity that has grown from a strong brand strategy.
The new branding talks to all parents using cross-cultural visual
language and symbolism. It communicates growth and health in a
universally engaging way. It conveys warm, sunny optimism and
inspires trust. It is also easily applied to any packaging format
and detailed brand guidelines guarantee that promotional items,
literature and print conform to a unified visual identity and a
common brand positioning - anywhere in the world.