At the ceremony held on March 22 in London, the winners of the 14th edition of the international competition were announced Transform Awards Europe, dedicated to excellence in brand development, reputation management and rebranding, and Brandfusion agency was among them, achieving gold in the category “Best visual identity in the FMCG sector” with the rebranding project carried out for the domestic brand of dietary supplements Adams Supplements.
Brandfusion is the first participant in this prestigious competition, which brings together sound brands in the field of branding and leading companies from different sectors of activity at European level, such as Renault, Vodafone, Nestlé, PepsiCo and Starbucks, to give just a few examples. So the fact that the visual identity created for Adams Supplements has managed to win first place in a sector as dynamic as FMCG, surpassing formidable candidates, including Mars Wrigley and Cheetos brands, is a truly extraordinary performance.
Mona Ursu, CEO of Brandfusion: “Recognizing the value of the Adams project is the result of an ideal combination of factors: an exceptional team of brand design specialists and a client from a highly competitive industry open to adopting a brand transformation solution. We consider this award a reward for our approach to branding, which harmoniously combines creativity, strategic rigor and design thinking. We hope to see in the future as many Romanian brands able to reinvent themselves and boldly assume the leading role.”
The rebranding of Adams Supplements was initiated by the founder of the business, Zsolt Benedek, who, after 15 years of no notable brand development or communication, felt that an update was needed in the packaging design of the products in order to keep it safe in a market where competition pressure and consumer expectations were on the rise. After assessing the context and the state of affairs, the Brandfusion team proposed and accomplished a radical transformation, rebuilding the Adams brand with relevant positioning, a current visual identity, and a bold packaging design. The result challenged the client to step out of the comfort zone, being totally different from the expectations and directions he plotted at the beginning of the project, but the effort was fully rewarded in the end.
Zsolt Benedek, founder of Adams Vision, the company that owns the Adams Supplements brand: “When I decided it was time for a refresh of the Adams Supplements brand, I already had in mind a direction I wanted it to go in. However, Brandfusion challenged us with a different perspective, which turned out to be the right one. The fact that our project has achieved such important international recognition is further confirmation that we made the right decision when choosing to rebrand and Brandfusion, and our presence at the London awards ceremony, living together the emotions and joy of this achievement, was an extraordinary experience that inspires us to have equally valuable initiatives going forward.”
About Brandfusion
Brandfusion is a Romanian branding company, with 17 years of experience accumulated in more than 200 projects, combining design thinking, strategic rigor and creativity to highlight the value of organizations and brands determined to make a difference in their industry and in the lives of the communities to which they are dedicated.
The value of his work has been awarded twice in the past at the REBRAND 100® Global Awards and confirmed by the results of his clients, among which we can mention: Adams, Agricola, Axel, Benefito Mobile, Commergent, CTE, Donna Medical Center, Eversted, Genesis, Integrisoft, Râureni, Riviera Works, Seedblink, Symmetrica, Veruvis.
Brandfusion's multidisciplinary team consists of consultants, brand strategists, designers, digital specialists, brought together by the desire to evolve in branding, technology, business and communication.
About Adams Vision
Adams Vision is a Romanian company founded in 2005, which operates in the category of production and distribution of dietary supplements, food products and cosmetics. Its business portfolio includes both product brands such as Adams Supplements, Youbio and Zanna, as well as the Vitamix retail brand, with a network of more than 40 physical stores and an online store.
About Transform Awards
Transform Awards is an annual competition organized by Transform, the only global magazine about rebranding and brand development. Through it, Transform magazine honors and rewards the most innovative, creative and successful brand activity around the world. Covering six regions - Asia, ANZ, Europe, MEA, Nordics, North America - through a competition dedicated to each of them, the prestigious Transform Awards focus on specific aspects of the branding process and provide a platform to promote excellence in the field.
Transform Award Europe 2023 is the 14th edition of the European competition, whose jury consisted of a panel of 34 experts in branding, marketing and corporate communications, representing leading companies from various sectors such as Colgate-Palmolive, Bayer, Twitter, The Body Shop, Adidas, Pandora, Nestlé and Decathlon.