Yes We Care: Strategic name development for the Animal Nutrition unit

The right words for animal welfare

How do you get to the heart of bridging the gap between science and partnership, value and sustainability? Evonik Animal Nutrition is launching several brands for additives and supplements – and we are developing names to express the portfolio's overarching message: “Because it's all about life”.

After all, it's not just the animal that comes first here: the target groups, their needs and requirements must be taken into account in the development process as well. On the one hand, all names must connect to the respective product and its benefits – on the other hand, they must cover the emotional level that inevitably goes hand in hand with livestock farming.

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Name development with sense and sensibility

In several projects, we develop names that fit into the existing naming system: with clear lexical anchors and reference to the target group and the animal. Without false promises or unnecessary complexity.

Our goal? A conscious link between a rational product reference and a common emotional denominator.

Our solution? The suffix “care”, which combines a direct “healthcare” association with a supportive message. It creates recognition and structure – enabling differentiation by prefixing individual names with product-specific acronyms.

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This way, PhytriCare can stand for "phyto-nutrition“ and SpeoCare for "specialized organic acids“. The “care” systematics runs through the portfolio and shows what it is really about: partnership, animal health, and – literally – care.

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The purpose of naming? A name with purpose. And that’s when name development gets really exciting.