Glanbia Nutritionals is a leader in food ingredients—they make things on just about every shelf in the supermarket—but they needed help standing out from a crowd of competitors. We took Glanbia’s most compelling personality trait and its most recognizable symbol and created an identity that positions them as the industry’s most relentless innovator. We launched the new identity with the Greatness Takes Tenacity campaign.
As part of the new identity, we created a communication system for Glanbia’s three messaging levels: Brand, Category and Solution. At the Brand level, gritty images of consumers pursuing a goal express an ideal shared by Glanbia and their customers. The yellow “gleam” represents the inspirational effect of Glanbia’s tenacity—the transfer of energy from brand to customer.
Banner ads and social media push people to a landing page where an anthem video tells the Greatness Takes Tenacity campaign story. The page also communicates Glanbia’s core differentiators and ties them back to the power of tenacity.
We implemented the new branding across a range of collateral, from flyers and sell sheets, to brochures and white papers. We created a style guide that defines the usage rules of the identity system to keep it consistent across regions and lines of business.