CREATING A HEALTHIER KIND OF SWEET Artificial Sweeteners offer a potential solution, but they can taste unnatural, chemical and just plain unappetizing. Nutrinova created a sweetening innovation that resolved many of the formulation challenges of artificial sweeteners. At InterbrandHealth we repositioned the product and created a brand that was designed to evoke the essence of sweet. The identity system is built from intersecting colorful drops that represent the blending of taste sensations. The system evokes a rich, yet balanced sensory experience. The brand name suggests many notes blending together in one harmonious whole. It signals to customers that this is a product that can help them achieve a blended and balanced taste. The visual and verbal identity stand far outside the norms of the category, embracing color and creativity. They go straight to the hearts—and stomachs—of formulators, encouraging them to replace sugar with a healthier kind of sweet.