Upfield

(Unilever Spreads)

Problem.

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.

Solution.

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.

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