We couldn't be more thrilled with the outcome of our launch event on March 12th and the power of execution that brought our vision to life. All the conversations and notes we exchanged magically came to life as Johanna proudly mentioned, and we took a moment to soak in the success of the event and the journey that led us there. Let's dive into the behind-the-scenes experiences of our rebranding process with the talented individuals who made it happen: Johanna E. Raedle (Independent Brand Strategist), Astrid Feldner (Creative Director of Bleed), Stefanie Roshop (Naming of Nording), Rebeka Honti, Gabriella Costello and Ulrike Wagendorfer. These five women were at the heart of creating NECTURE!

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Let’s start at the early stages of our rebranding journey, where the search for the perfect name was more than just a creative exercise, but a process to combine the legal requirements with the core of our essence and values. One of the first crazy suggestions was a Haitian expression, which didn’t seem like an ideal reference to poverty and violence. A very critical moment for Stefanie was when the patent attorney announced that of the 60 selected names that went into the trademark searches in 39 registers and 8 classes, probably only 4 names would survive for the presentation.

Defining the brand had its fun moments, one highlight for Stefanie was when they were on an online presentation about the teams, and Raffaele, COO, was sitting in his kitchen in Italy and the birds were chirping so loudly outside his open window that we could barely hear him. It made the atmosphere so light, sunny and carefree! We even ended up singing the Pippi Longstocking song together in the office. ‘Pippi’, is one of our four guiding principles, which embodies our principles and values and reminds us of the authenticity and connection we strive to foster in our brand.

Our collective brainstorming centered on our four guiding principles: care, leadership, exposure to the elements, and ‘Pippi’, opening up new collaboration opportunities and enhancing our impact in the ecosystem. The fresh visual identity bridges technical and environmental dimensions, grounding it in a relatable human context. It's clear, accessible, modern, and comprehensible, representing the best connections while providing concrete solutions to significant challenges. This positions us as a pioneering climate tech brand to shine, adding value and strength without sacrificing our playful spirit.

As we reflect on our journey, we're filled with pride watching Christian, CEO, pitch at the launch event and seeing the Brand Video play on the big screen for the first time. It was a culmination of weeks of hard work to a few moments.

Looking forward, we want to maintain the importance of playfulness within our team culture.  While we feel a new sense of growth and maturity as a company, we recognize the importance of staying true to our core values and keeping our playful spirit alive.

Astrid beautifully likened the launch to a ship setting sail, smoothly navigating the seas of our new brand journey. It truly feels like we're embarking on an exciting adventure. With our new brand - we will continue to sail into the future of NECTURE to make meaningful connections and tackle challenges. Together, we've elevated our position in the industry, not by being more serious, but by being stronger and more authentic.