Anomaly Helps Design the Future of Biosolutions for Novonesis

Anomaly Berlin launches the full branding and visual identity for the newly formed biosolutions leader, Novonesis. The combination of Novozymes and Chr. Hansen is the largest in Danish history. The birth of ‘Novonesis’ meaning ‘a new beginning’, signals the beginning of a new era of biosolutions. 

A brand built for a revolution - Novonesis will transform global production and consumption. To do this effectively, the brand needed a positioning and story that will help them define a new category – showing the world what biosolutions look like - a brand built for change at an industrial scale.  

Anomaly were tasked with assisting in creating the brand for this new company, developing a new strategy and brand world, and created a system to stand apart from the biotech space, representing the untapped potential of biology to better our world.  

The design scope included design strategy, a full identity toolkit, encompassing logo, monogram, colour, typography, and brand elements, environmental branding, employee merchandise, spatial branding (office branding), and launch materials - helping Novonesis to visually show the world who they are.  

Rooted in the heart of Novonesis - microbiology, the design idea dives into the petri dish and explores the wonderful organic shapes and behaviours that happen at a microscopic level. A powerful metaphor for Novonesis’ way of doing business, which is all about collaboration with its customers and partners. Anomaly’s system builds a bridge between the world of biology and business, creating entirely new visual aesthetics worthy of the transformative power of this new company. 

Stine Hove Marsling, vice president, communications and external relations, Novonesis said “We needed a brand that can help us create awareness and understanding of the almost boundless biosolutions to solve challenges for our customers and the world. We work across a wide range of industries so the task also included building a brand that can work as one master brand for all our business units. It also had to represent a new start for us. Not only did we want to stand out; we wanted to visually convey who we are, what we stand for and how we work. I am proud of the work done and of the strong daily collaboration between our own team and the Anomaly team to get this far”. 

“From the Nordic-inspired colour palette to the swerves and kinks within the typography, to the shapes and shades that are used throughout, the brand and visual identity we’ve created for Novonesis is inspired by microbiology; a world filled with diversity, and multitudes, all working together and transforming.” said Clara Mulligan, head of design Europe, Anomaly. Clara added “We want to unlock the full potential of biosolutions. To create a look and feel for Novonesis that not only sets them apart, but visually embodies a fresh new start for this new offering. We wiped the board clean and started again. Creating a brand-new system.”  

The formation of Novonesis comes at a time where the world is looking for tangible and scalable solutions to our climate crisis. And so, the story of this company’s potential is critical to its immediate and future success.

Simon Owen, partner and CEO, Anomaly Berlin said, “Novonesis is a truly revolutionary business. As such, the brand needed to be built to withstand the change the brand will have on the world. We’ve therefore been working across brand strategy, brand architecture, go-to-market, culture, visual design, spatial design, and employee communications in order to build it. At its core, this is a perfect demonstration of the power of brand capturing and driving a business ambition, which is why it’s such a true Anomaly story”.