CHAMPIONING THE KEY ROLE OF OMEGA-3
Humanativ is a newly-launched joint venture between global animal nutrition company, Devenish, and Canadian company, Mara Renewables Corporation, aimed at boosting the intake of Omega-3 in the diet of the global population.

A NEW MARKET DEMANDS A NEW STANDARD
Our client Devenish asked us to create a go-to-market brand and positioning to educate our audience and drive demand, given that only 20% of the global population has a diet that is sufficient in Omega-3 DHA.

Humanativ seeks to increase that year on year with the aim of ensuring that Omega-3 DHA foods are a natural standard in the global food industry.

DEFINING THE HUMANATIV PURPOSE
allows us to strategically drive a new global health agenda and own the conversation. By creating a strong positioning statement to deliver our brand objective – We Enhance and Advance Life – we shape desired behaviours and instil personality traits that exist and complement their core message.

ENHANCING AND ADVANCING
became our strategy as well as that used to position the Humanativ brand. We needed a wholly unique name for this new company. From this notion of ‘Positive Human Advancement’ through an extensive process, we crafted HUMANATIV – a purpose driven name for a company that ‘advances and enhances human life.’ We then developed a highly dynamic ‘H’ identity made up of asymmetric dots, coupled with a smooth and simplistic font, and connected that to a highly flexible communications template for all public facing content.