UPDATED: Romanian Grapefruit and Labormed, awarded at Rebrand 2011

(Adds another Romanian agency that got a Notable distinction at Rebrand 2011)

Grapefruit was awarded at Rebrand 2011 with the work agency did for its client, Labormed Pharma, one of Romania’s top 5 largest generic pharmaceuticals manufacturers (annual turnover of Euro 46M and 470 employees)

Grapefuit had to create an effective umbrella brand for a portfolio growing from one to several powerful brands. Same time, the agency had to preserve the corporate brand’s positive heritage and to help the transition from an entrepreneurial to a more corporate organizational culture. 

In order to do that, the brand adopted a differentiating positioning based on passion and professional prowess, following the new strategy that defined the brand architecture, the corporate, employer, and product aspects of the brand.

To make it simple and easier to remember, the brad name was shortened to Labormed, dropping the undifferentiating “Pharma”, while a new visual identity, strongly suggestive of healthcare and humanity, replaced the old one. Also, the brands in company’s portfolio had their visual identities modernized.

As a result of the rebranding, the turnover of the company grew by 40% year on year and exports grew from 0% to 6%. Also, the strategy helped boosting employee motivation and increased commercial performance.

Grapefruit team that worked on the project include Stefan Liute, Simona Turea and Ionela Nicolau – Strategy, Marius Ursache – Creative Director, Liviu Maxim and Cristina Poncu – Design and Georgiana Matei – Project Management.

There were also other agencies from Romania with creations appreciated at Rebrand 2011.

This way, BrandTailors got a Merit mention for BCR Open. The team that worked on the project included Beatrice Danis – Brand Strategist, Andreea Florea – Project Manager, Melania Nemes – Senior Designer, Janos Kurko – Creative Director and Mihai Parpalea – DTP.

BrandTailors also got a second Merit mention for Raraul, an Albalact brand the agency repositioned on modern coordinates, relevant for the urban consumer.

Another Merit mention went to Brandient, for Patria Credit rebranding. The team that realized the rebranding included Aneta Bogdan and Madalina Diaconescu – Strategy, Cristian “Kit” Paul – Creative Director and the designers Bogdan Dumitrache, Iancu Barbarasa and Alin Tamasan.

Also, a Notable distinction was awarded to Seed Consultants, for its work for Galador brand, as Rebrand and AdPlayers.ro announced.

The team that worked on Galador project included Dochita Zenoveiov – Managing Director, Roxana Iancu – Senior Brand Consultant, Raluca Beldiman (Pinky)- Brand Designer, and Vladimir Martinus – Project Executive

Rebrand™ is the world’s leading resource focused on effective brand transformations. Our annual, juried Rebrand 100® Global Awards is the first and most respected recognition for repositioned brands.