IFF Health Sciences is a global leader in flavors, fragrances, food ingredients, health and biosciences, delivers groundbreaking, sustainable innovations that elevate everyday products. HOWARU®, a newly acquired subsidiary of IFF, creates clinically mastered probiotic strains. Together, they offer solutions for many brand products that we use on a daily basis.

The Challange: IFF stands alone as International Flavors and Fragrances. As a facet of the merger, a health business unit would be developed. This “health” sub brand will be the leading brand voice that encompasses their portfolio of health and wellness products (e.g., legacy IFF products and HOWARU Probiotics). This new brand architecture would allow IFF to go to market in the health and wellness market with a strength in brand confidence and perception, scientific credibility.

The Result: Houck Creative joined forces with RIVET Agency and creative director Scott Trobaugh to imagine new names and taglines that would resonate with the IFF brand and its message. We undertook a competitive brand review, presenting our insights alongside three themed concepts to the client. Through the client's feedback, we refined the logo designs, bringing them to life across various real-world mediums for their review.