(Unilever Spreads)


When KKR acquired Unilever’s spreads division, they asked Lexicon to develop a corporate name for their new assets that advanced an energetic and contemporary message about the future of KKR and their plant-based products.


The corporate rebrand of 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 financial company, while “field” referenced the plant-based production process and supported the idea of healthier spread and margarine alternatives.


More food & beverage brand names created by Lexicon: