Brand strategy
Introduction
Our new brand has been designed to capture the ambition of our new business.
This ambition is to be more than just a merger of two brilliant companies, each with its own incredible talent and history, but to be seen as a category of one, unique in the world, and something that our customers and stakeholders are proud to be a part of.
Please bring this ambition into your work, to create something breath-taking and stand out from the world around us.
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Our purpose
We have a clear and singular purpose to our brand and business: We bring progress to life
Never before has the world around us been so challenged to balance what we individually want and what the planet can provide.
At dsm-firmenich we can help solve this challenge.
We are able to bring together what we want, what we need, and what the planet demands allowing us to develop better products and solutions for our customers – to drive progress.
We use “life” alongside progress to highlight the positive contribution we make to our people and our world. Better wellbeing. Better nutrition. Better health for people and planet.
Our positioning and promise
We can live up to our purpose because we have the unique ability to combine the ”three forces” of the essential, the desirable, and the sustainable.
It is key in our activities and communications that we think about the forces alongside our purpose. When we combine the essential, the desirable, and the sustainable, we can solve some of the biggest tensions between what people individually want, what we collectively need, and what our planet demands.
Our three forces
By combining these three forces, we can be a category of one, accelerating progress for people and planet.
The essential: We know the essentials for life. The fundamental vitamins, minerals, proteins, and more required to allow animals and humans to live, be healthy, and thrive.
The desirable: We know how to make a scent, taste, flavor, or product not just appealing, but desirable. It allows us to transform a product into something that consumers want to consume and adds value to our partners.
The sustainable: Everything we do is with a true sense of responsibility. Sustainability is not just a word in our new company, but something we truly believe in, deliver through our products, and what the world demands.
Our Story
Our lives are suspended in the rising tension between what we individually want, what we collectively need, and what the planet demands.
We believe that progress lies not in sacrifice or compromise, but in our belief that when human inventiveness embraces and scales the wonders of nature, a way forward can be found – combining what's essential, what's desirable, and what's sustainable.
From making nutritious yet appetizing food more accessible to providing solutions so farmers can work better with nature, from improving the health of millions at every stage of life’s journey all the way to creating next- generation fragrances that feed the soul, we enrich life for the many while nurturing it for all.
We are two companies coming together as a single force for good. Uniting science and innovation. And enabling the world's most admired businesses to help us all thrive.
Together with our partners, we combine the essential, the desirable, and the sustainable. Together we bring progress to life.
Together, we are dsm-firmenich.
Our brand architecture, corporate descriptor, and business units
At dsm-firmenich we operate as a single brand. This ensures that all the activities we undertake help build equity into one, unified, brand. Although each of our four business units is a distinct business, we do not allow them to develop a separate brand or look and feel.
Occasionally, we need to articulate what our company is and does in simple terms to the outside world. This is the role of our corporate descriptor.
If our purpose answers the question ”why do we exist?”, our descriptor answers the question ”what business are we in?”.
The descriptor is overtly linked to our four business units, the ”engines” of our company.
Our values
We also have a new set of company values that shape our culture in articulating how we should act.
Our brand expression
Our new expression has been designed to reflect our brand and ambition. We have been inspired to create a different type of brand expression for the business.
We have embraced our purpose of “we bring progress to life” to create a brand that’s full of life, in all its glory.
You will see this in these guidelines we use images that capture real life, we use color that is vibrant and living, and we use words that are full of personality.
We're anything but a cold and corporate brand; we’re a brand that lives up to our purpose.
Brand on a page
As a simple summary, here are the core elements of our brand on a single page.
As you work with the brand, please think carefully about how you bring all the elements together into your thinking.
Of particular note is how we combine our purpose with the three forces to create a powerful, ownable, and differentiating connection between not just why we exist as a business (We bring progress to life), but how we deliver it (by uniquely combing the essential, the desirable, and the sustainable).
