Rebranding an ingredient product brand

Qorus
Nutrinova’s product, Sunett SL, solved two key problems of artificial sweetening – the chemical aftertaste and the difficulty in balancing the flavor. Even so, the product failed to catch attention in the marketplace.

Our goal was rebranding Sunett SL, in order to help food and beverage creators fully appreciate its benefits and possibilities. By creating a harmonious product name, pursuing vibrant, taste-provoking design, and embracing vivid language that exploded category norms, the team behind Qorus was able to inspire employees and partners alike to pursue healthier, reduced-sugar options without sacrificing taste.

The launch motivated employees and united them around a single, creative goal, driving and inspiring new business. The creativity of the new brand encouraged internal stakeholders to embrace the spirit of Qorus.

Qorus changed manufacturers’ visions, energized the company, and inspired deeper client partnerships.

“IBH has been a valuable partner in developing a brand and messaging that reflect our transformation to an innovative solution provider.” Diana Peninger, Vice President & General Manager, Nutrinova

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