Johnson & Johnson taps Scottish inspiration in branding its consumer spinoff

In branding its consumer health spinoff, Johnson & Johnson has gone to Scotland for inspiration.

The new company will be called Kenvue, J&J revealed Wednesday, explaining that in Scotland, “ken” refers to knowledge, while “vue,” of course, relates to sight.

Simple enough—aye?

“The new corporate brand comes to life through a compelling purpose, and a timeless visual brand,” J&J said in its release, adding that the name is a blend of “powerful ideas.”

Power is the operative word for the unit, which accounted for $14.6 billion (16%) of J&J’s revenue in 2021. The consumer outfit sells a fleet of familiar drug store products including Aveeno, Band-Aid, Listerine, Neutrogena, Tylenol and Zyrtec.

Last November, J&J revealed it would separate its consumer business, forming a new publicly traded company. The move follows similar initiatives by companies such as Merck, Sanofi, Pfizer and GSK, which have separated their consumer health products to focus on the highly profitable pharmaceutical business.

J&J also revealed a mantra for Kenvue—realize the extraordinary power of everyday care—which will “guide the company’s actions and long-term aspirations,” it explained.

The company went into detail on Kenvue’s logo, saying it represents J&J’s “timelessness.”

In May, J&J named company veteran Thibaut Mongon CEO of the consumer spinoff, with Paul Ruh serving as chief financial officer.