Dragon Rouge summed up the creative platform as "science meets nature". Dragon Rouge researched a new name that would still say "Xylitol", but could belong to Danisco alone. We looked for something with a "Xy" style sound. Dragon Rouge wanted something less chemical sounding, shorter, more memorable, and easier to say... XIVIA. Dragon Rouge signed off with a strapline that made its environmental superiority clearer still – “approved by nature”.

The verbal element in the new logo is supported by a friendly "leaf" identity with two overlapping leaves symbolising the respectful marriage of science and nature, with the choice of colour self-evidently reinforcing the sustainable advantages.