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Actimel

DigiD

Danone, known for its commitment to health and nutrition, was ready to shake up the market with a new probiotic drink to meet the rising demand for foods that are not just good for you but actually work to improve your health. Danone needed a name that could carry this promise in a unique and ownable way.

Danone&#039;s ambition was clear. Strategically, they needed to own this new category. In terms of communications, that meant that everyone needed to understand how this product is new and different, and that Danone is the brand that cares to provide this kind of products. Legally, this meant that Danone needed a wordmark that spreads this message and works as a carrier of future brand value. How do you decide on a name that does exactly this?

More than just a drink

Globrands got to work, and Actimel was born. It&#039;s a name that strikes you with energy—the &quot;Acti&quot; part gets you thinking of action, of moving, of doing. And the &quot;mel&quot; rounds things off with a smooth, sweet tone. Just what you need to start the day right.

Actimel, a name that moves you

But it wasn&#039;t just the drink that got a name. The special probiotic cultures inside needed to stand out, too. Enter Lactobacillus Casei Defensis and Immunitas —names that sound as strong as they work. More than ingredients, they&#039;re the heroes in every bottle.

What's inside counts: meet your gut's new best friends

Actimel did not only hit the shelves; it took over breakfast tables in over 20 countries, earning over €1500 million a year. From Europe to South America, it is now much more than just a drink; it&#039;s a global health habit.

The impact: sip by sip, a global sensation

Actimel&#039;s story shows how much a name can do. Because it&#039;s not just what&#039;s in the bottle that matters; it&#039;s about defining your space in the hearts and minds of your audience. At Globrands, we&#039;re all about finding those perfect words that make a brand not just something you buy but something you believe in. A strong verbal identity lays down the groundwork for a special, one-of-a-kind bond with your audience through the power of language.

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A wordmark that now stands for a global health habit

How do you get to a name for a government service that meets countless requirements – while still being straightforward?

The need was growing for secure and clear communication by citizens and businesses with government bodies, and governments among themselves. Besides electronic signatures, all kinds of applications became available. The Dutch government realised that they needed to take control before citizens would be confronted with a plethora of different secure and less secure ways to identify yourself to online services.The naming would be essential, because in addition to legal ownability all kinds of technical and communicative requirements, the name had to meet the criterion of being &#039;simple to understand and easy to use for every Dutch person&#039;.Globrands guided the working group involved in determining the core values and specific objectives.

Thom de Graaf - Minister for Governmental Reform and Kingdom Relations

A name as easy as it is unique, for a centralized national service

November 20, 3pm: Four decades of brands in motion, what does the future hold?

Save the date: Brands In Motion 2024

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Based in Amsterdam, Globrands is Europe's leading verbal identity and naming consultancy. In your fridge, on the road or in the news: every day you come across brand names we have developed. For more than 4 decades we have created verbal identities that open up hearts and futures. Our work sets brands in motion.

Verbal strategy and naming

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