New: Bestfoods name and logo
Launched: January 5, 1998
Formerly: CPC International
Story in brief:
Finally this sleeping beauty (meaning a caterpillar corporation, identitywise) emerges from its CPC initials cocoon, spinning off its corn refining business to redefine itself as a pure-play "brandmaster."
The idea -- spin out the low-valued corn commodity business (to
be called Corn Products International) in hopes Wall Street will
value the maker of Hellmanns mayonnaise and Skippy peanut butter
at a brander's premium.
An existing brand name was chosen for its appropriateness as a
new umbrella. Denis Riney, lead strategist for consultants Anspach
Grossman Enterprise (itself in transition from Anspach Grossman
Portugal to Enterprise IG) talked CEO Shoemate out of "Best Foods
Worldwide," certain to become BFW, in favor of the more elegant
one-word solution "Bestfoods." For the symbol, designer Gene
Grossman borrowed a graphic device (and equity) from the Hellmann's
C.E.O. - Charles R. Shoemate
Identity counsel and Design -
Anspach Grossman Enterprise
"Bestfoods" is a great new application for a fine old company-brand. The graphics evoke old Hellmann's imagery (but was a symbol really necessary?).