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Alleo

Actimel

How do you choose a brand name that connects a great modern compensation and benefits platform with an audience that is international, diverse in age, interests and profession?

Despite the original name, YourCampus was not about education. It has alwas been an employment and compensation platform. And not just any one, but the most complete, modern and accessible – and that for employees of different ages, with different expectations, in different industries.The idea behind the name YourCampus was: let the company you work for be a place that’s yours. Your home. Your campus.The problem was that a campus doesn’t mean the same thing to everyone. Many people thought it was only for students. Meanwhile, the brand was spreading its wings and needed to broaden its audience.It needed a simple name that felt right for everyone and did not create misconceptions.

Design agency Verve developed the core promise: helping clients be the most attractive employer in today’s market. This means letting employees choose their own terms of employment, so they experience the highest satisfaction and feel the most engagement at the lowest cost. This is a win-win situation to increase well-being, boost morale and add to a positive workspace culture.

Increase well-being and boost morale

How do you translate that to naming? Globrands took the organisation through a naming journey in two phases. First, we looked at name ideas in three areas: what you get, how you feel, and what is shared.An employee compensation platform has a very diverse audience, ranging from executive to entry-level workers. Each has different interests, so the name could not convey too specific a promise. A name was chosen that stood for a mood that everyone could relate to.So we looked for an abstract name where the emphasis would be on happiness, togetherness, and a personal approach. The preferred tone was simple, friendly, and open.

An open and abstract name for a diverse audience

Alleo is a name that conveys inclusivity, progress and positivity. It has an open and friendly tone. The explanation line is simple: “All earnings optimised”.This is a good example of changing a company’s name when it is growing and ready for the next stage. As a reader, what do you think about your brand’s naming? Is it moving your brand forward, or holding you back?

Bringing the company to their next growth stage

Floriant Gendrault, CEO of Alleo

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A name for a compensation platform that lets all benefit

Danone, known for its commitment to health and nutrition, was ready to shake up the market with a new probiotic drink to meet the rising demand for foods that are not just good for you but actually work to improve your health. Danone needed a name that could carry this promise in a unique and ownable way.

Danone&#039;s ambition was clear. Strategically, they needed to own this new category. In terms of communications, that meant that everyone needed to understand how this product is new and different, and that Danone is the brand that cares to provide this kind of products. Legally, this meant that Danone needed a wordmark that spreads this message and works as a carrier of future brand value. How do you decide on a name that does exactly this?

More than just a drink

Globrands got to work, and Actimel was born. It&#039;s a name that strikes you with energy—the &quot;Acti&quot; part gets you thinking of action, of moving, of doing. And the &quot;mel&quot; rounds things off with a smooth, sweet tone. Just what you need to start the day right.

Actimel, a name that moves you

But it wasn&#039;t just the drink that got a name. The special probiotic cultures inside needed to stand out, too. Enter Lactobacillus Casei Defensis and Immunitas —names that sound as strong as they work. More than ingredients, they&#039;re the heroes in every bottle.

What's inside counts: meet your gut's new best friends

Actimel did not only hit the shelves; it took over breakfast tables in over 20 countries, earning over €1500 million a year. From Europe to South America, it is now much more than just a drink; it&#039;s a global health habit.

The impact: sip by sip, a global sensation

Actimel&#039;s story shows how much a name can do. Because it&#039;s not just what&#039;s in the bottle that matters; it&#039;s about defining your space in the hearts and minds of your audience. At Globrands, we&#039;re all about finding those perfect words that make a brand not just something you buy but something you believe in. A strong verbal identity lays down the groundwork for a special, one-of-a-kind bond with your audience through the power of language.

The might of naming right

Ready to start building your distinctive verbal identity? Let's chat.

A wordmark that stands for a global health habit

<a href="/our-work">Verbal identity and brand naming</a>, opening up hearts and markets.

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A great brand name tells a story, even if it’s a bit of a make-believe one.

Rebranding and renaming: why, how and what

The 6 secrets of getting to a good company name

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We are Globrands, Europe's leading verbal branding and naming consultancy. In your fridge, on the road or in the news: every day you come across brand names we have developed. For more than 40 years we have created verbal identities that open up hearts and markets.

Verbal strategy and naming that set brands in motion

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