#TransformTuesday: 26 July

Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays

Gloucestershire-based Bensons is a family-run juice manufacturers which uses British apples to create fresh juices. The company has undergone a brand refresh, led by food and drink-based creative agency, Great Depths, which lends the small company an authentic and artisan appeal. It has also brightened Bensons' original visual identity. These new designs emphasise the main ingredients Bensons use in each bottle, with Great Depths using as its inspiration the orchards and farms that form the basis of the Bensons’ company story.  

The Madrid branch of global creative design consultancy, Brand Union, has created a new brand identity for Spanish real estate promotion organisation, Dospuntos. Taken from the Spanish word for ‘colon mark’, the wider Dospuntos visual identity is designed to resemble a floor plan when implemented on marketing material. Its use of a grey, yellow and teal colour scheme emphasises a less the corporate identity, and instead focuses on the locational flexibility of the brand. 

Following a global unification of the wider Geocycle brand, the company’s Mexican operations – previously known as Ecoltec – will now be known as Geocycle Mexico.  The company offers safe and sustainable waste management, a priority considering the rising global population and increasing amounts of waste being produced. In Mexico alone, it is estimated that 86mn tonnes of waste is produced each year. Geocycle forms part of the LafargeHolcim Group, the world’s largest construction materials company.

International advertising agency, M&C Saatchi, bought Bang PR back in 2012. The company has now rebranded Bang to be known as Hidden Characters, in a move intended to bring the PR agency more in line with the Saatchi brand philosophy. The new name and identity, developed by the Sydney-based creative branding agency Re:, reflects the emphasis Hidden Characters will have on storytelling as an important PR aspect. M&C Saatchi Group CEO, Jaimes Leggett says, “M&C Saatchi’s ambition is to become the most influential creative company in Australia by 2020. We’ve built a group of companies, with best in class capabilities designed to connect with a consumer at every point they encounter a brand. Hidden Characters is no exception and we’re excited to share this new offering.”

The Geneva-based International Aids Society has introduced a new branding and marketing strategy. It aims to reflect the emotional impacts of the AIDS virus on victims and families, while lending a new identity to the historic organisation – it was founded in 1988. The rebrand, which was carried out by The Partners Health, a branch of international branding agency, the Partners, has been designed to provide a voice for those effected by AIDS. It also highlights the scientific research being undertaken into the disease. The brand proposition, visual identity and IAS logo have all been included in the update.

The global business advisory firm, Nortons, which has its headquarters in Reading, UK, has been acquired by administration and corporate service provider, Vistra. The sale means that Nortons will now operate under the Vistra brand. Although the company has stated it will not change its current client service provisions, its website is now redirected to the Vistra site – branding will fall in line with its new owner.