Upfield (Unilever Spreads)
When the investment firm KKR acquired Unilever’s spreads division, they asked Lexicon to develop a corporate name for their new assets. The goal? To advance an energetic and contemporary message about the future of KKR and their plant-based products.
Lexicon’s recommendation, Upfield®, supported KKR’s plans of rebalancing their portfolio with healthier products and was a critical first step in their becoming a global, natural food company. The word part “up” was dynamic and distanced the brand from connotations of a slow-moving, traditional food company, while “field” referenced the plant-based production process and supported the idea of healthier spreads and margarine alternatives.