Givaudan is a Swiss company with worldwide presence that manufactures scents and flavours which it sells to other companies for a variety of uses, including food and consumer goods. It launched a new visual identity last December, developed by Interbrand.
Smells and flavours are generally invisible, but Interbrand wanted the new identity to make them visible. This meant filling Givaudan's existing G symbol with imagery associated with fragrances and tastes. It also puts focus on the flavours themselves, instead of the chemical process involved in making them.
"Without us knowing it, Givaudan (leader of the flavor and fragrance industry) touches us every day through our favorite perfumes, soaps, and snacks. Ubiquitous but invisible, Givaudan’s presence needed to be recognized and better defined. Since the brand’s competitors tend to focus on innovations in the lab, we felt Givaudan had an opportunity to differentiate by emphasizing emotional connection over technical know-how. Stressing the importance of special scents and tastes in enhancing self-expression and personal experiences, we developed a new proposition that captures the sensuousness and creative spirit behind the Givaudan brand: "Enjoy the essence. Express yourself.” Putting the sensory experience front and center, we conveyed this sentiment across all brand touchpoints." - Interbrand