Challenge
Jungbunzlauer is a global leader in bio-based ingredients, with over 150 years of scientific expertise and commercial success. Despite a volatile economic environment and intense competition from emerging markets, the business had ambitious growth plans.
Pinpointing new levers to drive that growth was key, and brand was identified by the leadership team as a strategic opportunity. The business had a strong reputation, and the program focus was to build on that platform.
There were two key objectives:
1. Build a brand that reflected the full spectrum of Jungbunzlauer’s offer, from commodity-based products to their increasingly important tailored solutions.
2. Ensure the brand positioned the business as a viable, exciting destination to build a career in a hyper-competitive talent market.
Idea
Through leadership and customer conversations, it became evident that there are two key elements that set Jungbunzlauer apart. The quality of their products and their continued significant investment in sustainability.
From those insights we developed a core brand idea: Naturally Better.
This provided the foundation and the lens to define and develop the business vision (on a page), the brand strategy, and their employee value proposition (EVP), in partnership with the leadership team.
What we delivered
Vision
Our vision servicesWe aligned the leadership team around a clear, shared vision, defining why Jungbunzlauer exists, what it aims to achieve, how they will get there.
Brand strategy & positioning
Our brand servicesWe defined a distinctive market position, compelling value proposition, and messaging framework to guide all future brand activity.
Visual identity
The visual identity was evolved to strengthen its most recognizable elements, creating a more distinctive, modern expression of the Jungbunzlauer brand.
Website
Our digital servicesThe new strategy and identity were translated into a refreshed digital experience, clarifying the offer, improving navigation, and bringing the brand to life online.
Employee value proposition
Our culture servicesA EVP was developed to be closely connected to the business vision and brand strategy, ensuring a coherent and joined-up story.
Campaign materials
Our go-to-market servicesThe brand was activated across multiple business areas through integrated campaigns, digital content, films, and refreshed event collateral.
Achieving leadership alignment
Working closely with the CEO and senior team a cohesive vision was articulated: its purpose, ambition and strategy on one page. It became the single reference point for leadership alignment and decision-making.
This process created genuine engagement across the leadership team, helping them connect the dots between business ambition, category growth, and culture. It built belief and enabled the team to show up with one voice, internally and externally.
A brand strategy repositioned for growth
For decades, Jungbunzlauer had been seen as a leader in citric acid. But the business had far more to offer.
A new market positioning helps shift perceptions, without losing the credibility that had been earned over 150 years. This meant:
- Evolving how the business talks about itself.
- Highlighting its leadership across acidulants, minerals & solutions, and texturants.
- And dialing up the company’s long-held commitment to natural, bio-based ingredients as a competitive strength.
The visual identity was also refined to bring a more modern, confident look and feel that matched the new ambition.
Turning culture into a performance driver
With a third of the workforce approaching retirement, it was critical to build a culture that could attract and retain the next generation.
We helped define new values and articulate an employee value proposition (EVP) that aligned to the wider brand story. Talent messaging was refreshed and activated internally, ensuring everyone could see how their role connected to the bigger picture.
From factory floor to commercial team, the business now has a cultural foundation built not just for continuity, but for performance.
Website as a transformation tool
One of the most visible and vital changes came through the new website.
The existing site wasn’t serving its purpose. Visitors often struggled to navigate beyond citric acid products. Internally, the marketing team had limited flexibility to update or customize content.
The website was built from the ground up with:
- A refreshed experience aligned to the new brand and audience expectations.
- A new Ingredients Finder feature, making it easier for users to discover products based on needs.
- A structure built for SEO performance, with design patterns that surface insight, resources and key categories.
- A fully editable CMS that gave the internal team the freedom to build landing pages, publish content and respond to campaigns quickly.
- A modular, flexible platform on WordPress.
The result is a more engaging, user-focused digital experience that reflects the ambition of the business.
Go to market and activation
We delivered materials that reinforce the story both internally and externally:
- Campaigns aligned to the new growth areas: acidulants, minerals & solutions, texturants.
- Corporate and product campaigns.
- A refreshed website.
- A new brand film and trade show presence.
- Launch toolkits for category teams.
Creating consistency. Unlocking value.
Through every part of the work, Jungbunzlauer can now move as one business, with clarity.
With Naturally Better as the unifying idea and Jungbunzlauer’s team aligned, the brand has the confidence to win new opportunities and grow with purpose.
Related work
See more great ideas in action
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