Winners announced for Transform Awards Asia 2023

For a tenth year, the Transform Awards Asia continues to celebrate the transformative power of rebranding and brand development on the continent. This year’s projects reflect the very best work in brand strategy and development, with judges praising the sky-high quality demonstrated at the awards evening in Shanghai.

Despite the excellent work across the board, there was one clear winner on the night. Scooping up the highly coveted ‘Grand prix’ award, as well as a remarkable two Golds and three Silvers, was Coffee Commune and MetaDesign China Limited. Described as “sophisticated”, “fun” and “smart” branding by judges, the project sought to change the nature of coffee branding by making a strong statement about agriculture, provenance and quality. It succeeded, and was a project that will be remembered for years to come.

Meanwhile, the ‘Best overall visual identity’ was won by Beijing Xin Long Fu Cultural Investment Co. Ltd. and JWDK for their “artistically brilliant” work, according to one judge. The project, which aimed to seamlessly link the historic site’s past with contemporary Beijing, also won Golds in ‘Best place or nation brand’ and ‘Best visual identity from the property, construction and facilities management sector’.

Other big winners on the night included Hands Collective Viet Nam’s Thinh Nguyen winning ‘Brand strategist of the year’ and Why by Lonsdale’s Muriel Schildknecht scooping up ‘Creative director of the year’. Elsewhere, Hugo Wong from Landor & Fitch won ‘Young contender of the year’.

Each entry was examined by a panel of expert judges, who determined those that set the benchmark in best practice in corporate, product and global brand design and strategy.

Jack Cousins, editor at Transform magazine, says, “After the difficulties of having to move the Transform Awards Asia to Singapore in the face of strict China Covid-19 restrictions, we were delighted to be able to return to Shanghai to celebrate the transformative power of rebranding and brand development. The quality of submissions this year were truly excellent, and I believe the ‘Grand prix’ and ‘Best overall visual identity’ winners have set the benchmark for years to come. Congratulations to them!”

The winners were announced tonight at the exquisite W Shanghai – The Bund. The full list of winners is as follows:

 

CONTENT

 

Best use of a visual property

Gold – Diageo India and Butterfly Cannon

Gold – The Starry Forest (Tencent Video) with Design Bridge and Partners

Silver – Coffee Commune and MetaDesign China Limited

Bronze – Kungfu Pu‘er Tea with Design Bridge and Partners

Highly commended – Shaze Luxury Retail Pvt. Ltd and Conran Design Group Mumbai

Highly commended – Zydus Lifesciences Ltd. and Conran Design Group Mumbai

 

Best brand architecture solution

Gold – KiotViet and Bratus Agency

Silver – Zydus Lifesciences Ltd. and Conran Design Group Mumbai

Bronze – ELLAI and winⓔBrand Group

Bronze – XIAMEN ITG GROUP and Siegel+Gale

Highly commended – TimesPro – Bennett, Coleman & Co. Ltd. and Jigsaw Brand Consultants

 

Best use of copy style or tone of voice

Gold – Jumble with Design Bridge and Partners

Silver – The Coca-Cola Company

Bronze – Harappa Education and BOD Consulting

Bronze – P&G and NiCE Ltd

Highly commended – UPPF and Hauns branding design&strategy

 

Best brand experience

Gold – Arc’teryx and The Orangeblowfish

Silver – General Motors and AKQA Shanghai

Bronze – Ministry of State Secretariat of the Republic of Indonesia and Celsius Creative Lab

Bronze – The Starry Forest (Tencent Video) with Design Bridge and Partners

Highly commended – Deepal Auto and Labbrand Group

Highly commended – Destination Manipal, Jaipur and Eumo DesignIntelligence

 

Best use of audio branding

Gold – INFINITI with why do birds, MetaDesign Beijing and PublicisQ

Gold – LUX and Sixième Son

Silver – Changan Deepal Auto and Sixième Son

Bronze – 360 ONE

 

Best use of typography

Gold – Rissai Valley, a Ritz-Carlton Reserve with Design Bridge and Partners

Silver – Hooya Group and Landor & Fitch

Silver – Infinix Mobility Limited and Mubien Brands S.L

Bronze – HiRaw! and M — N Associates

 

Best place or nation brand

Gold – Beijing Xin Long Fu Cultural Investment Co. Ltd. and JWDK

Bronze – Beijing Daxing Airport City and MetaDesign China Limited

 

Best expression of a brand on social media channels

Gold – The Coca-Cola Company

Silver – The a2 Milk Company Limited and Ylab

Bronze – HSBC Life (Singapore) and PHD Media

Highly commended – Harley-Davidson and MADJOR

Highly commended – Newell Papermate Pens and SGK Inc

 

PROCESS

 

Best external stakeholder relations during a brand development project

Gold – Bayer Elevit and Ylab

 

Best internal communications during a brand development project

Gold – DBS Bank

Silver – The Hong Kong Jockey Club and Landor & Fitch

Silver – Trust with Design Bridge and Partners

Bronze – Ocean Spray and The Silk Initiative

 

Best implementation of a brand development project

Gold – Eggyolk Coffee and Hands Collective Viet Nam

Silver – FAW Audi with MetaDesign China Limited and Saatchi & Saatchi Beijing

Silver – The Starry Forest (Tencent Video) with Design Bridge and Partners

Bronze – HCLTech and SomeOne

Highly commended – Zydus Lifesciences Ltd. and Conran Design Group Mumbai

 

Best localisation of an international brand

Gold – Petit Bateau and MADJOR

Silver – Bundaberg and RedFern Digital

Bronze – HSBC Life (Singapore) with Design Bridge and Partners

Bronze – Unilever LUX and Why by Lonsdale

Highly commended – Budweiser and Jones Knowles Ritchie

Highly commended – FAW Audi with MetaDesign China Limited and Saatchi & Saatchi Beijing

 

 

STRATEGY

 

Best creative strategy

Gold – Shaze Luxury Retail Pvt. Ltd and Conran Design Group Mumbai

Silver – TNB Aura with Design Bridge and Partners

Silver – Zydus Lifesciences Ltd. and Conran Design Group Mumbai

Bronze – The Hong Kong Jockey Club and Landor & Fitch

Bronze – The Land of Warriors (Tencent Video) with Design Bridge and Partners

Highly commended – 360 ONE

Highly commended – Excitel and BOD Consulting

 

Best brand evolution (business)

Gold – Hooya Group and Landor & Fitch

Silver – HK Express and Landor & Fitch

Bronze – FAW Audi with MetaDesign China Limited and Saatchi & Saatchi Beijing

Bronze – Yeahka and Siegel+Gale

Highly commended – MEIZU and Siegel+Gale

 

Best brand evolution (consumer)

Gold – HiRaw! and M — N Associates

Silver – ASUS and Prophet

Silver – Coffee Commune and MetaDesign China Limited

Bronze – Infinix Mobility Limited and Mubien Brands S.L

Bronze – Nescafé and Jones Knowles Ritchie

Highly commended – Excitel and BOD Consulting

 

Best brand evolution (corporate)

Gold – PropertyGuru with Design Bridge and Partners

Silver – Minh Tien Group and Bratus Agency

Silver – Zydus Lifesciences Ltd. and Conran Design Group Mumbai

Bronze – The Hong Kong Jockey Club and Landor & Fitch

Highly commended – Ping An Insurance (Group) Company of China, Ltd.

 

Best strategic or creative development of a new brand

Gold – Trust with Design Bridge and Partners

Silver – Escape Planet and Hauns branding design&strategy

Bronze – CHIMEI and DDG

Bronze – Diageo India and Butterfly Cannon

Bronze – Infinix Mobility Limited and Mubien Brands S.L

Highly commended – 360 ONE

Highly commended – Unilever (AcneSquad) and PB Creative

 

Best development of a new brand within an existing brand portfolio

Gold – The Coca-Cola Company

Silver – Geely and MetaDesign China Limited

Silver – The Starry Forest (Tencent Video) with Design Bridge and Partners

Bronze – Orion Shokunin and SGK Inc

Bronze – Unilever (AcneSquad) and PB Creative

Highly commended – PregaHope & PregaHappy – Mankind Pharma Ltd. and Jigsaw Brand Consultants

 

Best naming strategy (new name)

Gold – Rissai Valley, a Ritz-Carlton Reserve with Design Bridge and Partners

Silver – Jumble with Design Bridge and Partners

Bronze – CHIMEI and DDG

 

Best naming strategy (rename)

Gold – Fanshu and Siegel+Gale

Silver – Coffee Commune and MetaDesign China Limited

Bronze – 360 ONE

 

TYPE

 

Best corporate rebrand following a merger or acquisition

Gold – TNB Aura with Design Bridge and Partners

Silver – Seatrium and Prophet

Bronze – G7 Connect and Prophet

 

Best brand development project to reflect a change of mission, values or positioning

Gold – ASUS and Prophet

Silver – Bundaberg and RedFern Digital

Silver – Minh Tien Group and Bratus Agency

Bronze – Hooya Group and Landor & Fitch

Bronze – Zydus Lifesciences Ltd. and Conran Design Group Mumbai

Highly commended – XPPen and Siegel+Gale

 

Best brand consolidation

Gold – Unifi with Design Bridge and Partners

Bronze – Meetsocial Group and Hauns branding design&strategy

 

Best rebrand of a digital property

Gold – Harappa Education and BOD Consulting

Silver – PropertyGuru with Design Bridge and Partners

Bronze – Meetsocial Group and Hauns branding design&strategy

 

WRAPPED

 

Best use of packaging (glass)

Gold – Tanglin Gin and Kiilat Creative

Silver – Jing Healthcare No.1 and JDO Global

Bronze – Orang Tua Group and Kiilat Creative

 

Best use of packaging (print and card)

Gold – Minh Tien Group and Bratus Agency

Silver – 1664 Prestige (Carlsberg China) with Design Bridge and Partners

Silver – MetaDesign China Limited

Bronze – AJIDOU and des:glory design

Highly commended – Mondelez SEA and Cowan Asia Pty Ltd

 

Best use of packaging (other)

Gold – Coffee Commune and MetaDesign China Limited

Gold – Diageo India and Butterfly Cannon

Silver – Heineken Group Tiger Beer and Why by Lonsdale

Bronze – HEINEKEN Vietnam Brewery Limited Company and Elmwood Brand Consultancy

Bronze – Unilever Season 365 and SGK Inc

Highly commended – PepsiCo Design & Innovation – Lay's x Stranger Things

 

Best use of sustainable packaging

Gold – GP Batteries International Limited

Bronze – PepsiCo Design & Innovation – Pepsi Label-free Multipack

 

SECTOR

 

Best visual identity by a charity, NGO or NFP

Gold – AAEDV (Association Azuréenne Enfants du Vietnam) and CBA Design

Silver – Don't Throw Me and Jump Web Services

Silver – Unilever Lifebuoy and Why by Lonsdale

 

Best visual identity from the energy and utilities sector

Gold – Jackery and FutureBrand

Silver – ESTI and Hauns branding design&strategy

 

Best visual identity from the engineering and manufacturing sector

Gold – UPPF and Hauns branding design&strategy

Silver – Seatrium and Prophet

 

Best visual identity from the financial services sector

Gold – Trust with Design Bridge and Partners

Silver – 360 ONE

Bronze – AVIVA-COFCO and MetaThink Consulting

Bronze – UMS and FutureBrand

 

Best visual identity from the FMCG sector

Gold – Kartika Sari with Design Bridge and Partners

Silver – HiRaw! and M — N Associates

Bronze – Bundaberg and RedFern Digital

 

Best visual identity from the food and beverage sector

Gold – Coffee Commune and MetaDesign China Limited

Gold – OKASANG and Triangler Co., Ltd.

Silver – Eggyolk Coffee and Hands Collective Viet Nam

Bronze – Feather & Bone / Three Butchers and Kith&Kin

Bronze – Wusu Beer (Carlsberg China) with Design Bridge and Partners

Highly commended – Carino and FutureBrand

 

Best visual identity from the healthcare and pharmaceutical sector

Gold – Medcaptain and MetaThink Consulting

Silver – Unilever (AcneSquad) and PB Creative

Silver – YUANSHEN REHABILITATION and Pinbrand

Bronze – XtalPi and Hauns branding design&strategy

Bronze – Zydus Lifesciences Ltd. and Conran Design Group Mumbai

Highly commended – Mindspring and DuoooBrand

 

Best visual identity from the industrial and basic materials sector

Gold – UPPF and Hauns branding design&strategy

Silver – CISRI GROUP with Design Bridge and Partners

Bronze – CHIMEI and DDG

 

Best visual identity from the lifestyle and wellbeing sector

Gold – HSBC Life (Singapore) with Design Bridge and Partners

Silver – Leader and Siegel+Gale

Bronze – SANXUAN and DuoooBrand

 

Best visual identity from the professional services sector

Gold – Lovelink and DuoooBrand

Gold – Ping An and Siegel+Gale

Silver – GDS and MetaDesign China Limited

Bronze – TRIREC with Design Bridge and Partners

Bronze – Yeahka and Siegel+Gale

 

Best visual identity from the property, construction and facilities management sector

Gold – Beijing Xin Long Fu Cultural Investment Co. Ltd. and JWDK

Silver – Beijing Daxing Airport City and MetaDesign China Limited

Bronze – PropertyGuru with Design Bridge and Partners

 

Best visual identity from the retail sector

Gold – XPPen and Siegel+Gale

Silver – NVC and Siegel+Gale

Bronze – Riotlily and Interbrand

 

Best visual identity from the sports and leisure sector

Gold – Mandalika Grand Prix Association and Celsius Creative Lab

Silver – TOREAD kids and DuoooBrand

 

Best visual identity from the technology, media and telecommunications sector

Gold – MEIZU and Siegel+Gale

Silver – Unifi with Design Bridge and Partners

Bronze – HCLTech and SomeOne

Bronze – Infinix Mobility Limited and Mubien Brands S.L

Bronze – KiotViet and Bratus Agency

Highly commended – XtalPi and Hauns branding design&strategy

 

Best visual identity from the transport and logistics sector

Gold – ALVA with Design Bridge and Partners

Silver – Geely and MetaDesign China Limited

Bronze – G7 Connect and Prophet

Bronze – Shengsheng and DuoooBrand

Highly commended – FAW Audi with MetaDesign China Limited and Saatchi & Saatchi Beijing

 

Best visual identity from the travel and tourism sector

Gold – HK Express and Landor & Fitch

Silver – Escape Planet and Hauns branding design&strategy

Bronze – Rissai Valley, a Ritz-Carlton Reserve with Design Bridge and Partners

 

SPECIAL RECOGNITION

 

Brand strategist of the year

Winner – Thinh Nguyen – Hands Collective Viet Nam

 

Creative director of the year

Winner – Muriel Schildknecht – Why by Lonsdale

 

Young contender of the year

Winner – Hugo Wong – Landor & Fitch

 

GRAND ACCOLADES

 

Best overall visual identity

Winner – Beijing Xin Long Fu Cultural Investment Co. Ltd. and JWDK

 

Grand prix

Winner – Coffee Commune and MetaDesign China Limited