By means of a series of interviews, brainstorms, research, benchmarking, and collaborative internal naming workshops, we crafted a new name: ‘Lebensmittelverband Deutschland.’ Moreover, it became clear that only a truly iconic brand system would leverage the power of name recognition. Thus, we further strengthened the name by designing a logo that visually represents the organisation’s reach and, thus, simplifies conveying its values and message: “from farm to fork.” To additionally bring a sense of humanity and reflect the organisation’s turnkey approach, we created an easy to grasp brand appearance that tells their story of togetherness and determination to create an impact.
The new name was well accepted, both internally and externally. It reached the most critical goal of clarity for the target audience. A big press conference followed with invited renowned journalists and politicians, resulting in 1500 PR clippings in one day.