Link Natural commences identity transformation to celebrate 35 years

Link Natural Products recently partnered with Brand Finance and Landor to capture its new vision for the next phase of growth. This was done by codifying the brand DNA for the purpose of its internal and external stakeholders.

Link Natural draws inspiration from Ayurveda while using modern science to unlock Nature’s secrets to provide health and wellbeing solutions. For over three decades, Link Natural pioneered the manufacture and marketing of well-known brands, including Samahan, Sudantha and Kesha, amongst others. The company’s product portfolio addresses the mass FMCG consumer and also offers a range of products aimed at the specialised Ayurvedic remedies sector. 

The natural active ingredients form the core of Link Natural’s range of safe and efficacious products, which combine the wisdom of Ayurveda with the knowledge of modern science. The company’s future focus will be to address the mass market opportunities in health & personal care, whilst maintaining its presence in the specialised Ayurveda sector.

Link Natural founder Dr. D. Nugawela said: “We identify efficacious and safe natural active ingredients, by combining knowledge gathered from time-tested Ayurvedic and other traditional remedies, proven through modern scientific protocols. Stringent specifications and standards, rigorous production protocols and strict quality assurance practices are applied when scaling up to commercial supplies in our state-of-the-art factory. We hired the services of Brand Finance and Landor, who played a vital role in helping us redefine what the corporate brand stands for, and to be able to add value to our consumer brand offerings. This was an extensive exercise that took several months and I am very excited for the future of Link Natural with many new initiatives in store.” 

Landor Managing Director Lulu Raghavan, commenting on the project, said: “This has been an extremely interesting assignment for us, as it combines both the elements of traditional ancient wisdom with modern science, and I am happy that the client sees value in our work. For consumer marketing companies such as Link Natural, which have many brands operating under it, the corporate perception plays such a critical role since it provides an umbrella for all of its brands to operate under.”  

Brand Finance Lanka Managing Director Ruchi Gunewardene added: “Through all the information and discussions over the months, Link Natural has been able to codify its mission and cement a mind-set that boldly challenges the status quo amongst its employees. The corporate brand will capture and reinforce the dynamism and innovation of a company which is fuelled by the desire to enhance the value of lives of each and every consumer it touches.” 

The new corporate brand identity design is being expressed by geometrically balancing three primary elements – a gender-neutral human body, leaves and molecules. Ayurveda, which provides balanced wellness, is depicted through the Vitruvian man. The leaves in the logo represents the natural sources for all active ingredients, and the molecule denotes modern scientific protocols. These three elements of man, leaves and molecules are integrated into a perfectly balanced identity, which reflects the health and wellness which the products safely provide consumers.

“It is critical to define the brand in a way which would support its vision, and not look at it as a pure design challenge, which is what we have achieved. We are happy that it meets the needs of the business,” Gunewardene concluded.