Case Study: Kenvue launches a bold new consumer health brand with Wolff Olins

Kenvue launches a new consumer health brand with Wolff Olins and raises $3.8bn in IPO

Kenvue, a new consumer goods company spun off from Johnson & Johnson, faced the challenge of building a brand identity from scratch despite its portfolio of iconic, century-old products. To signal a new chapter and rally its 50,000 employees and consumers, Kenvue enlisted Wolff Olins to develop a new brand strategy, visual identity, and verbal identity.

Wolff Olins created a modern and approachable brand for Kenvue, inspired by a "new view of care." The solution included a distinctive symbol and a flexible visual system that heroed its well-known product brands. The new identity successfully energized the workforce and culminated in a major $3.8 billion IPO, the largest since 2021, establishing Kenvue as a new leader in consumer health.

Kenvue