The Nutrient rebrand: Transforming our low-code solutions

The Nutrient rebrand sparked a transformation of the company’s low-code solutions. This strategic rebrand encompassed more than just a name change‌ — ‌it represented an opportunity to streamline our product offerings and present a unified vision for our low-code document technology solutions.

A legacy of innovation

Our low-code division, previously comprising of Muhimbi and Aquaforest, has long been at the forefront of bringing powerful document technologies to platforms like Microsoft 365 and Nintex. The transition to Nutrient provided us with a unique opportunity to consolidate our strengths and deliver a clearer message about our comprehensive document solutions for Microsoft 365, SharePoint, and other platforms.

Strategic product consolidation

One of the most significant aspects of this transformation was the streamlining of our product portfolio. We strategically reduced our low-code offerings from approximately 20 products to a focused suite of four core solutions: Document Converter, Document Editor, Document Searchability, and Document Automation Server. This consolidation was achieved through several approaches:

• Converting select products into components of the core products

• Combining complementary functionalities

• Strategic deprecation of legacy products

Reimagining product identity

However, the rebranding process went beyond simply replacing the Muhimbi and Aquaforest names with Nutrient. We also took this opportunity to implement more descriptive product naming that better reflects each solution’s purpose. For example, Aquaforest Autobahn DX is now Nutrient Document Automation Server, a name that provides immediate clarity about the product’s functionality.

Technical infrastructure updates

In addition to naming changes, the rebrand required significant technical updates across our platforms. For example, our custom eCommerce platform, built on nopCommerce, underwent a complete rebranding while implementing the new product structure. As a part of this process, each product received updated visual assets to align with the new Nutrient identity. Our web presence was also restructured to clearly segment our solutions into three distinct categories: SDK, Low-Code, and Workflow Automation.

Enhanced market presence

The new Nutrient brand simplifies our market positioning and makes our solutions more accessible through the key Microsoft channels: Microsoft Power Platform integration, Microsoft AppSource, and the Azure Marketplace. Over the coming weeks, as part of the final rebrand steps, our product listings on various Microsoft marketplace sites will be updated.

A collaborative achievement

This successful transformation was made possible through the coordinated efforts of multiple teams, including Engineering, Product Marketing, Corporate Marketing, and Design. Seeing so many skilled individuals come together to accomplish something mighty has been truly inspiring.

Looking forward

The Nutrient rebrand represents more than just a name change‌ — ‌it’s a strategic evolution that positions us to better serve our customers with clearer, more focused solutions. By consolidating our low-code offerings and presenting them under the unified Nutrient brand, we’ve created a stronger foundation for future innovation in document technology solutions for low-code platforms.