The consultancy was appointed about nine months ago following ongoing conversations with the company.
Deborah Carter, senior consultant at Dragon Rouge, says, ‘The brief was to create a strong brand for an ingredient that had previously just been generic: to give the company ownership and promote the brand to its customers.’
Initially the consultancy worked with Danisco to research the industry to create the brand positioning, before creating the name Xivia with the aim of making it ‘less chemical-sounding’ than the generic ingredient name of xylitol.
The new logo features a green palette and a leaf image, with the overlapping elements aiming to symbolise ‘the coming together of science and nature’. Dragon Rouge also created brand guidelines for communications materials and the website.
Carter says, ‘There’s a lot of competition, so Danisco wanted to be able to show the environmental aspects of the product – for example, that it comes from renewable resources.’
She adds, ‘The new sustainable positioning will play an important role in differentiating the product from the competition.’
The rebranded Xivia will roll out at trade fairs during the next four weeks.