Bakers Journal

News Business and Operations
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.


Print this page


Stories continue below



Leave a Reply

Your email address will not be published. Required fields are marked *