Nectar Loyalty is a powerful FMCG insights company, but a confused family of names meant it was not seen it own own light and was instead simplistically synonymous with its own product — the Nectar Card. As it acquired and merged with other agencies, this became more of a problem.

We recommended a new name for the agency that signalled the benefit rather than the misleading and flatly descriptive ‘loyalty’.

The new name, Nectar360, is clear about the capability to help clients see the full picture and be all-seeing.

The logos’s 3x3 structure implies insights with a reference to tabular information and innate organisation, while the iris-like focus is present as you move through the name to the 6 and 0.

As well as an abstracted eye, the graphic system of flexible circular compositions recalls visual data, the real benefit and currency of Nectar 360’s platform and insights. 

Project manager: Stephanie Down
Naming: Christian Turner
Design and creative direction: Mike Scott
Design support: Caitlin Thompson
Strategy: Liana Dinghile, Simi Nijher