Creating Identity for Sustainable Solutions
TWO POWERFUL EUROPEAN COMPANIES JOIN FORCES TO DEVELOP AND PRODUCE A NOVEL GREEN CHEMICAL BUILDING BLOCK TO IMPROVE THE ENVIRONMENT
Assignment
The assignment was to create a new company identity and product branding for a joint venture between two powerful European-based companies: Royal DSM, the global Life Sciences and Materials Sciences company, and Roquette Frères, the global starch and starch-derivatives company.
The goal of this new company was to make sustainable products a reality by commercializing succinic acid, a green chemical building block. Their new product, sustainable succinic acid, is produced from renewable, plant-based resources, to enable their customers to improve their environmental footprint by using a bio-based chemical building block for a broad range of applications, from packaging to footwear.
Deliverables Summary
Michael Kulwiec DesignLab developed a comprehensive suite of deliverables to help Reverdia become the leader in making bio-based products possible in the chemicals industry.
Deliverables Details
Company Name Solution
Reverdia – re (a Latin prefix meaning again, renew) + verdia (Latin for the process of spring ver; Romance languages for “green”)/veri (Latin for truth,reality) + ia (a noun suffix)
Product Name Solution
Biosuccinium – Bio (biologically-based) + succinic (chemical name, containing, or derived from succinic acid) + ium (Latin suffix used to form names of chemical elements)
New Product Identity
The name and logo for Marrone Bio Innovations' new bio-based nematicide needed to be both confident and regal to convey confidence in the efficacy of the product while fitting within the family of current products which included Regalia®, Grandevo® and Venerate®. The name Majestene® was selected and the logo designed to convey both a growing, healthy plant and a royal crown.
