International Flavors & Fragrances (IFF) has launched a new branding initiative - including a new web site - based, it said, on the company’s 126-year legacy and ongoing commitment to discovery and pioneering firsts.
International Flavors & Fragrances (IFF) has launched a new branding initiative based, it said, on the company’s 126-year legacy and ongoing commitment to discovery and pioneering firsts.As part of the corporate rebrand, the company unveiled a new website, purpose statement, visual identity and refreshed tone of voice, all of which it believes will help to spotlight its vision, imagination and innovative focus.“IFF is a company that was built on a culture of exploration, and we have a long history of delivering groundbreaking firsts in the industry. Now more than ever, we want our outward face to reflect the values that we hold deep in our core,” said Andreas Fibig, IFF CEO and Chairman. “Our new brand provides a platform for telling the story of our innovative work and our smart, curious and passionate team members. We believe our new brand will resonate with our own people, our customers, our partners and our shareholders, and I see it as a driving force for our business success as we move forward in the future.”Reflecting the company’s Vision 2020 Business Strategy, the rebrand is designed to specifically support the company’s Commercial Excellence pillar. “Becoming our customers’ partner of choice is to achieve commercial success for IFF and its customers over a sustained period of time,” said Fibig. “Branding is our first step towards achieving this goal.”