Chr. Hansen is a global bioscience company that develops natural solutions for the food, nutritional, pharmaceutical and agricultural industries. They develop and produce cultures, enzymes, probiotics and natural colours for a wide variety of foods, beverages, dietary supplements and animal feed. We have had the opportunity to work closely together with the Human Health team to support this very successful and fast-growing business line in achieving their ambitious goals, and in order to do so, we have had both of our key competencies in play – strategy and design.
We helped Chr. Hansen build a brand house in the Human Health division. While being true to the mother brand, it still allows the Human Health division to have their own Why, How and What, in order to unite the organisation about a common focal point and a common goal. In this process our goal was to find out what makes this particular division unique – their sustainable competitive advantage.
For us, visual identity is the most powerful expression of strategy, as design, when done right, can amplify and enhance the message significantly. And this project has been no exception. With respect for and with a clear link to the mother brand, we have created a new visual identity for the Human Health division in Chr. Hansen based on their most valuable asset – their strains.
Visual identity element
The new visual identity of the new Human Health division builds upon their most valuable asset – their strains. And the key visual element of the new identity is a genome symbol. The shape of the symbol originates from genome sequencing, and the colourful composition of dots in logo blue, logo green, light blue and orange serves as a unique recognizable proprietary graphic element in the Human Health visual identity.
Colours & typography
To ensure a close link to the Chr. Hansen corporate brand, the corporate typeface Whitney is also used for the division identity. Furthermore, the colour palette derives from the secondary colours in the corporate identity of Chr. Hansen, while introducing a few new colours such as purple. Each colour is associated with a specific health area, which will help make communication from the specific areas more consistent and recognizable by both internal and external stakeholders.
Each health area in Human Health has its own unique drawn category icon, to help determine which health area is concerned. Furthermore, we have created a large icon collection which covers everything from business themes to health and balance. All icons are drawn in a single line and can appear in both Human Health area colours and in corporate colours.
Project page: https://idnagroup.com/work/chr-hansen-human-health/
- Agency/Creative: IDna Group
- Article Title: Strategy and Visual Identity for Chr. Hansen Human Health
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Identity
- Agency/Creative Country: Denmark
- Market Region: Multiple Regions
- Project Deliverables: Brand Architecture, Brand Guidelines, Brand Identity, Brand Strategy, Branding, Graphic Design, Identity System, Packaging Design, Research, Tone of Voice
- Industry: Health Care