Cargill

Summary

Naming a new venture for the country’s largest privately held company

The Challenge

The process of discovering the right name for something is both a creative process and endurance race. Facing the increased competition for ingredient brands, Cargill needed something memorable, relevant and protectable for their new food ingredient.

The Cargill brand Likewise name design in orange type over white background.

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 Likewise brand name design with honey tool dripping with honey.