![The Cargill Likewise brand name design with honey tool dripping with honey and orange background.](https://capsule-us.imgix.net/work/Cargill_main.A_200121_152422.jpg?fit=clip&q=80&w=1800)
Cargill
Starting with a new food ingredient that extends the sweetening properties of natural sweeteners, the name Likewise pleasantly represents the idea and fits into the portfolio of Cargill brand names. The result was a successful new product launch into the food ingredient market.
![The Cargill brand Likewise name design in orange type over white background.](https://capsule-us.imgix.net/work/Cargill_name.jpg?fit=clip&q=80&w=1600)
The process of discovering the right name for something is both a creative process and endurance race. Facing the increased competition for ingredient brands, the Likewise name was able to hold up all three legs of the stool (memorable, protectable and relevant).