Recognising brand prosperity in Asia-Pacific

As the ongoing successes of the region continue to manifest in innovative projects and growing partnerships, this year’s Transform Awards Asia-Pacific mark another year of industry triumphs for branding.

Topping a varied list of award categories, Thomas Cook and Labbrand took home the coveted grand prix, winning gold for ‘Best localisation of an international brand’ and ‘Best naming strategy’ for its recent expansion into the ever-growing Chinese market. The project gives Thomas Cook, already a well-known name in the travel industry, a new identity for the Chinese demographic, resulting in an in-depth renaming of various products to best suit Thomas Cook’s longstanding reputation as one of the world’s best travel organisations.

Further accolades were presented across a vast geographical spread, with Melbourne-based real estate agency Hodges teaming up with brand agency Traffic to produce a refreshing new identity, winning gold in ‘Best implementation of a brand development project’ and ‘Best use of a visual property.’ Traffic’s work was also recognised for its collaboration with Petinsurance.com.au, putting a light-hearted and creative spin on insurance plans as well as providing online pet-related content, the rebrand drastically changed the perception of pet insurance in Australia.

Taking home gold for ‘Best overall visual identity,’ law firm Lewis Silkin’s collaboration with Living Group to produce new imagery akin to the intricacies of a kaleidoscope resembles clarity and simplicity. In addition, the partnership also received the top prize for ‘Best brand architecture solution’ for its reimagination of its collected services.

With the event taking place in the bustling centre of Hong Kong, the evening was brimming with success stories, bringing to life an atmosphere of innovation and creativity that is fast becoming a tradition within the region.

The full list of winners is below:

CONTENT

Best use of a visual property

Gold – Hodges Real Estate and Traffic
Silver – Lewis Silkin and Living Group
Silver – Mandalay Rum, the Governor’s Choice and Brand Union
Bronze – The Chin Family (IEC) and Brand Union
Highly Commended – Swire Properties and FITCH (formerly StartJG HK)

Best brand architecture solution

Gold – Lewis Silkin and Living Group
Silver – Victoria State Government and Designworks
Bronze – Officeworks and Designworks
Highly Commended – COLOR MAD and PLTFRM
Highly Commended – Neo Health and MADE

Best use of copy style/tone of voice

Gold – Mandalay Rum, the Governor’s Choice and Brand Union
Silver – GOOD BABY and CREATIVE CAPITAL
Bronze – LOOK UP and CREATIVE CAPITAL
Highly Commended – @T and CREATIVE CAPITAL

Best brand experience

Gold – KFC and Brand Union
Silver – obentos and MetaDesign
Bronze – Swire Properties and FITCH (formerly StartJG HK)
Highly Commended – Cambrew, Angkor Beer and ComZone
Highly Commended – The Walt Disney Company Ltd and the Laundromatte Ltd

Best use of packaging

Gold – Thammachart Seafood Retail Ltd and Elmwood Design
Singapore Pte Ltd
Silver – Mandalay Rum, the Governor’s Choice and Brand Union
Bronze – GOOD BABY and CREATIVE CAPITAL
Highly Commended – @T and CREATIVE CAPITAL

Best use of audio brand

Gold – The Walt Disney Company Ltd and the Laundromatte Ltd
Silver – Nestlé Vietnam and J. Walter Thompson Vietnam

Best use of typography

Gold – Traffic
Silver – GOOD BABY and CREATIVE CAPITAL
Silver – Hodges Real Estate and Traffic
Bronze – NSW Health WSLHD – Women’s & Newborn
Health and Handle Branding
Highly Commended – Carl F. Bucherer and MetaDesign

Best place or nation brand

Gold – British Airways and SapientNitro Process
Best internal communications during a brand development project
Gold – webe and Brand Union
Silver – Kidsland and Labbrand

PROCESS

Best internal communications during a brand development project

Gold – webe and Brand Union
Silver – Kidsland and Labbrand

Best implementation of a brand development project

Gold – Hodges Real Estate and Traffic
Silver – MEIZU and MetaDesign
Bronze – SAIC Volkswagen and MetaDesign
Highly Commended – Peacebird and Landor

Best localisation of an international brand

Gold – Thomas Cook and Labbrand
Silver – Ooredoo and Brand Union
Bronze – ICEFRESH and the Good Agency Asia
Bronze – The Walt Disney Company Ltd and the Laundromatte Ltd
Highly Commended – Bank of America Merrill Lynch and Brand Union

STRATEGY

Best creative strategy

Gold – Suntory PepsiCo Vietnam Beverage and J. Walter Thompson Vietnam
Silver – Hodges Real Estate and Traffic
Silver – NSW Health WSLHD – Women’s & Newborn
Health and Handle Branding
Bronze – Genting Hong Kong and FITCH (formerly StartJG HK)
Bronze – Lewis Silkin and Living Group
Highly Commended – Kidsland and Labbrand

Best brand evolution

Gold – PHILIPPE & GASTON and CREATIVE CAPITAL
Silver – GOOD BABY and CREATIVE CAPITAL
Silver – Neo Health and MADE
Bronze – MEIZU and MetaDesign
Highly Commended – Hodges Real Estate and Traffic

Best strategic/creative development of a new brand

Gold – Mandalay Rum, The Governor’s Choice and Brand Union
Silver – @T and CREATIVE CAPITAL
Silver – Zhejiang Circuit and Labbrand
Bronze – LOOK UP and CREATIVE CAPITAL
Highly Commended – Hodges Real Estate and Traffic
Highly Commended – Steam and MADE

Best naming strategy

Gold – Thomas Cook and Labbrand
Silver – Givergy and Living Group
Bronze – webe and Brand Union
Highly Commended – Mondelez and Labbrand
Highly Commended – Renault and Labbrand

TYPE

Best corporate rebrand following a merger or an acquisition

Gold – Now Health International and FITCH (formerly StartJG HK)

Best brand development project to reflect changed mission/values/positioning

Gold – A XENT and Labbrand
Silver – HKEX and Brand Union
Silver – PHILIPPE & GASTON and CREATIVE CAPITAL
Bronze – Ashurst and Living Group

Best brand consolidation

Silver – Ashurst and Living Group
Best rebrand of a digital property
Gold – Petinsurance.com.au and Traffic
Silver – Orrick and Living Group
Bronze – CLSA and Sedgwick Richardson

SECTOR

Best visual identity from the charity/NGO/non-profit sector

Gold – TENCENT and the Good Agency Asia
Silver – Mother’s Choice and Brand Union

Best visual identity from the education sector

Gold – The Chin Family (IEC) and Brand UnionSilver – SAIC Volkswagen and MetaDesign

Best visual identity from the financial services sector

Gold – Petinsurance.com.au and Traffic
Silver – HKEX and Brand Union
Bronze – KT Capital and Landor
Highly Commended – CFM and Living Group

Best visual identity from the healthcare and pharmaceuticals sector

Gold – Neo Health and MADE
Silver – NSW Health WSLHD - Women’s & Newborn Health and Handle Branding

Best visual identity from the professional services sector

Gold – Lewis Silkin and Living Group
Silver – Hobson Leavy and Cluster Creative
Silver – Orrick and Living Group
Bronze – Ashurst and Living Group
Highly Commended – Ogilvy Edge and Brand Union

Best visual identity from the property sector

Gold – Shougang Group and Landor
Silver – Hodges Real Estate and Traffic
Bronze – Zhejiang Circuit and Labbrand
Highly Commended – Pimlico Capital and MADE

Best visual identity from the retail sector

Gold – obentos and MetaDesign
Silver – Peacebird and Landor
Bronze – Mishka and des:glory
Highly Commended – Carslan and Landor

Best visual identity from the technology, media and telecommunications sector

Gold – HOOQ and Elmwood Design Singapore Pte Ltd
Silver – webe and Brand Union
Bronze – Givergy and Living Group
Highly Commended – MEIZU and MetaDesign

Best visual identity from the travel and leisure sector

Gold – Tianjin Airlines and Brand Union
Silver – Kempinski Hotels & Beijing Tourist Group and Landor
Silver – Beijing Postcards and MetaDesign
Bronze – Genting Hong Kong and FITCH (formerly StartJG HK)

Best overall visual identity

Winner – Lewis Silkin and Living Group

Grand Prix

Winner – Thomas Cook and Labbrand