Branding with impact

It’s a phrase we at Brandfusion often use to describe what we do.
But in our field of branding, appreciating the value and impact of work is perhaps the most difficult thing to achieve. One reason would be, on the one hand, that branding itself is only a stage in a continuous process of building and capitalizing a brand, and on the other hand, that the results obtained from it are seen over time and are influenced by a multitude of internal and external business factors, from the way it is implemented, to the competitive or socio-economic environment in which it manifests itself.

Therefore, the fact that we participated in a prestigious international competition dedicated to excellence in this field, as it is Transform Awards, and our work is among the nominees for this year’s award for Best Visual Identity in Europe in the FMCG sector, is welcome confirmation that what we do is valuable. And not only from the perspective of winning an award or recognition in a very dynamic industry globally, but especially from the perspective of the transformation we managed to trigger at the brand and business level of our client, Adams Supplements, through rebranding.

In the case of Adams Supplements, we are talking about a Romanian brand of food supplements, present on the market for 15 years, without notable development or communication actions, whose image was outdated and inconsistent, “too colorful”, as mentioned by Zsolt Benedek, the founder of the business , in our first discussion. Hence the need to update the packaging design to keep the brand safe in a category where competitive pressure and consumer expectations are increasing.

But, as we well know, only a change at the level of logo and packaging design, no matter how creative and significant it may be, risks not being able to produce the desired effect if it is not anchored in the business context and if it is not based on a foundation solid brand. Therefore, after assessing the situation, it was clear to us that we needed to rebuild the Adams Supplements brand from the ground up.

We started the rebranding process with an extensive market analysis, followed by qualitative research in which we conducted in-depth interviews with several consumers of dietary supplements, the aim of which was to discover the profile to which the brand could be addressed in a relevant way and different from its competition. Thus we identified the positioning opportunity that guided us in creating the new Adams, with an authentic brand platform, a fresh visual identity and a bold packaging design.

It certainly sounds less complicated than it actually was. In reality, our proposal initially met with little resistance from the client, as it took them out of their comfort zone, being quite different from the expectations and directions they had drawn at the start of the project. But the arguments provided by the rigorous strategic approach, through which we were able to decipher a complex category, listen to the “voice of the consumer” and translate all the insights obtained into a well-articulated brand, finally removed his doubt. As well as the first sales results after the brand’s recent relaunch.

All’s well that ends well, Shakespeare would say, but we hope this is just the beginning of what is likely to be a successful story, especially for the Adams brand.
And for us, more important than the nomination obtained and the award we can win at the end of March, is the belief in the power of branding to change the perspective of a brand and the people around it, when it is done with heart and soul.

Originally published at https://www.brandfusion.ro.