The sustainability focus of Nutreco and Skretting: A new brand

Challenge: The term sustainability is becoming a cliché. Therefore, Nutreco’s businesses must be convincing when they show willingness to act on their sustainability ambitions: “Sustainability, it’s not what we aspire to do, it’s what we do.” Nutreco wanted to consolidate their sustainability efforts within their businesses into one, powerful global brand.

The requirement was to create a logo and visual profile that Nutreco, Trouw Nutrition and Skretting are naturally inclined to use. The logo had to reflect the different companies’ profiles, and at the same time express a strong, independent identity. The logo had to be understandable and acceptable regardless of culture and food traditions, and it had to show that aqua- and agriculture are equally important within Nuterra.

Solution: The previous name for Nutreco’s sustainability pillar was “Sustainable Nutrition”. We recommended a shorter, more distinctive name, that could become its own brand. After a naming process with the client, the name was changed to Nuterra, which has now been trademarked.

In cooperation with our customer in Norway and the Netherlands, sketches were developed and tested in a large international focus group that had members from all three companies. The logo represents sun, sea and land in an iconic and minimalistic way, which lends itself to effective communication with different cultures. The logo shows that aqua- and agriculture are equally important. The symbol’s associations to the natural cycle of life, and therefore sustainable development, is clear. The colors of the logo are designed to include the same colors as its brand owners Nutreco, Trouw and Skretting.

The visual profile of Nuterra was reinforced with four unique icons representing its sustainability focus areas. The British illustrator Tom Berry has made a series of ten illustrations that are used as an important part of Nuterra’s identity.

During the spring of 2017, Nuterra’s sustainability initiative was launched worldwide. At the same time, its new sustainability report was launched globally, with specially tailored versions for Norway and Australia. The goal was to build internal pride across national borders and at all of Skretting’s locations. With an objective, journalistic approach to the content and a close connection to the UN’s Global Sustainability Goals, the report will be a tool for those who are concerned about, and work with, sustainability. Skretting’s sustainability reports for 2016 were distributed in May 2017.

 

New visual identity for Nutrecos sustainability efforts.

One of the pages in Skrettings sustainability report from 2016.