We brought Nectar to life, reinvigorating the iconic purple droplet. The new logo is characterful and energetic, full of cheeky expression. With an irreverent tone of voice and playful art direction that’s instantly recognisable as Nectar’s 3D world, the brand now holds its own amongst 500+ coalition partners.
The new identity is an evolution of the ubiquitous Nectar brand reimagined for a modern, digital-first, UK audience. It’s designed to be distinctive and interactive – offering the digital shopper a holistic, vibrant experience and positioning the brand as both helpful and playful.
New Nectar launched overnight in every Sainsbury’s store in the country, mirroring the confidence of the new brand. Within 6 months, 6m+ people had adopted the new brand and app. As of March 2023, the program had 18 million members, out of which 11 million were its digital users. Today, it’s the UK’s largest, most engaged with and most recognised multi-partner loyalty programme.
DesignStudio
Fred North
Carmen Dowling
Daisy Handley
Joe Hewitt
Natalie Hart
Year
2022-23