Bakers Journal

Oil and fats specialist AAK rebrands

February 9, 2021
By Bakers Journal

Image courtesy of AAK

Oils and fats specialist AAK has unveiled their new rebranding campaign – Making Better Happen™. The company has launched a new visual brand identity that involved 1000 employees.

AAK collaborated closely with its customers to understand what better means for them and how it can deliver on that – for example, by making their products better tasting, healthier, more sustainably sourced and more efficient to produce.

Johan Westman, President and CEO at AAK, said in a statement: “Our purpose – Making Better Happen™​ – is all about the difference we want to make. We choose to be a purpose-driven business in the belief that long-term, sustainable growth goes hand-in-hand with making a positive impact. Central to AAK is a preference for the humbleness of ‘better’ in contrast to the boastfulness of ‘best’. Best breeds complacency, while better is a journey of continuous improvement. In fact, AAK truly believes that better has the potential to be more ambitious than best.”

AAK’s new visual identity involved a logo change. At the heart of the new look is the Better Impact Ripple. The ripples flow outwards, with AAK as their source, communicating that Making Better Happen™ is a journey not a destination. In recognition of the company’s heritage, the AAK logo remains unchanged, as does its long-term association with the color blue.


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