Nutreco is a global leader in animal nutrition and aquafeed, employing over 12,000 people in 37 countries and with nett sales of €5.9 billion. Its advanced nutritional solutions are at the origin of food for millions of consumers.
Innovation has always sat at the heart of Nutreco’s core mission, ‘Feeding the future’. Driven by a desire to further strengthen its ‘open innovation’ credentials, the company wanted to create a new strategic innovation and investment capability; one focused on new technology start-ups, joint-ventures and partnerships for ‘moonshot projects’.
This new entity not only needed a name and identity; it also had to become a brand.
More than just creating the NuFrontiers’ name, visual identity and internal / external launch programme, we also developed the core brand narrative and story, plus supporting brand language. A key element of this – as with the name and identity – was how to reflect the optimum relationship with Nutreco itself, as the overal ‘Motherbrand’.
Nutreco NuFrontiers, both as a business and brand, was created from nothing, but has rapidly built strong levels of awareness and understanding amongst both internal and external audiences. This, in turn, has led to a number of highly successful acquisitions and partnerships, supported by a healthy new ventures’ pipeline.
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