The Challenge

In sensorial and experiential manufacturing, deep science expertise and creative intelligence are essential — but not ownable. Our 2021 positioning and tagline, ‘Where Science & Creativity Meet,’ needed to be more distinctive and more resonant. This meant identifying and clearly defining what sets us apart, and channeling it to elevate our work, communications, and culture.

According to a 2025 study by marketing agency BAM, joy is the biggest predictor of purchase intent (compared to others like happiness, ease, value, quality, etc.).

The result

What we found: our pulse, and our product, is joy. We span experiences, technologies, and everyday rituals — too many to count. Whether we’re inventing your next favorite flavor, powering the protein in your smoothie or the enzymes in your yogurt, or sending a rose to space to study its scent, we’re making joy. This insight led to a new, differentiated positioning, including a new tagline, positioning language, guidelines and ready-to-go brand assets that creatively express our sensorial mastery and excitement for all that we do.

Our new brand video highlighted our science, sensorial expertise, and passion

Brand assets empowered our community to embrace and amplify our new purpose

Key experiential moments grounded in our positioning captivated audiences

Further samples available upon request.