The challenge
BP Nutrition, with a portfolio of heritage brands in animal feed, needed a new name to reflect their independence from BP and commitment to sustainability and quality. The rebranding aimed to position Nutreco as a leader in sustainable animal nutrition and innovation.
Our solution
We undertook a multi-step naming process to create Nutreco, a name that combines nutrition, ecology, and economic value. The new brand embodies the values of quality, innovation, and sustainability.
Services
- Brand naming and identity creation
- Stakeholder interviews and analysis
- Linguistic, cultural, and legal name checks
A new path for sustainability and leadership
After separating from BP, Nutreco needed a brand that reflected its ambition for sustainable and innovative growth. We began by diving into the company’s mission, values, and aspirations, focusing on key elements like quality, trust, market leadership, and nutrition.
Targeted naming and evaluation
With a clearly defined brief, we employed a funnel approach, starting with broad concepts and refining them to the perfect fit. Nutreco emerged as the winning name, capturing the essence of nutrition and growth while being easy to remember and globally applicable.
Result
The rebranding to Nutreco provided the company with a fresh, unified identity that speaks to its leadership in sustainable animal nutrition. The new name was instrumental in positioning Nutreco successfully on the Dutch stock market and later as a part of the SHV holding.
