Case Study: MAGNIVA

Unified Multiple Legacy Brands

Under a single global platform
Launched in 20+ Countries

within 14 months
Established a Scalable Brand System

for future product innovation

OUR CLIENT

Lallemand Animal Nutrition is a global leader in yeast and bacteria-based solutions for livestock producers. With a rapidly expanding portfolio and international footprint, the company plays a critical role in supporting animal performance and agricultural productivity.

As growth accelerated, the need for a more unified and scalable brand system became essential.

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The Challenge

After two decades of growth, Lallemand’s expanding product portfolio began to create complexity rather than clarity.

Multiple legacy brands and inconsistent naming structures made it difficult for customers to navigate offerings and understand value. At the same time, the company was preparing to introduce a new technology globally, raising the stakes for getting the brand architecture right.

The challenge was twofold: simplify the portfolio while creating a bold, unified identity that could scale across markets and support future innovation.

Solution

We partnered with Lallemand to bring structure, clarity, and distinction to its portfolio starting with insight and ending with a globally scalable brand system.

We conducted deep global customer research to understand how producers evaluate products and make decisions. Those insights informed a new brand architecture and naming system designed to simplify choice and strengthen differentiation.

From there, we developed a creative platform rooted in performance drawing a parallel between elite athletes and high-performing dairy cows. This universal concept translated across markets, making the science behind the products more relatable and engaging.

Brand Architecture & Portfolio Strategy

Simplified a complex product portfolio into a unified, scalable system.

We created a new brand architecture and naming convention that consolidated multiple legacy brands into a single, cohesive structure. This system made it easier for customers to understand the portfolio while creating a clear foundation for future product launches.

The result was a more intuitive and strategically aligned brand ecosystem.

Global Brand Platform & Creative Campaign

Developed a bold, performance-driven identity that resonates across markets.

We built a creative platform centered on performance, connecting the needs of dairy producers with the idea of consistent, high-level output.

Visually, the campaign pushed category norms with bold colors, strong typography, and subtle athletic metaphors. This distinctive look and feel helped the brand stand out in a traditionally conservative market while reinforcing its value proposition.

Global-to-Local Communications Model

Enabled consistent messaging with flexible execution across regions.

Through a structured Global Communications Model, we provided tools and guidelines that allowed regional teams to adapt messaging and creative assets while maintaining brand consistency.

This approach ensured that the brand could scale globally while remaining locally relevant, speaking with one voice across many markets.

Brand Launch & Market Rollout

Executed a coordinated global launch across multiple countries.

We supported the rollout of the new brand across more than 20 countries, aligning messaging, creative, and activation efforts.

This coordinated approach accelerated adoption and reinforced the brand’s position as a global leader in forage inoculants.

Results

The transformation repositioned Lallemand’s portfolio from fragmented to focused.

Within 14 months, the company successfully consolidated its offerings under the new MAGNIVA brand, creating clarity for customers and consistency across markets. The bold visual identity generated excitement and differentiation, while the new structure made it easier for teams to communicate value and introduce new innovations.

The result is a stronger, more scalable brand platform built to support continued global growth.

Unified Multiple Legacy Brands

Launched in 20+ Countries

Established a Scalable Brand System