Hamburg, June 2020 – A German Brand Award is one of the most prestigious prizes in Germany. And we are proud to announce that not one, but two of our clients were successful in this year’s competition. TRACK and the Barmenia insurance company were awarded gold in the ‘Excellent Brands – Insurance’ category. Just months after winning the account in 2019, TRACK developed the “Einfach. Menschlich” (Simply. Human) slogan as part of a holistic brand relaunch.
This new positioning was supported by #Machenwirgern (We‘re happy to do it) – an emotional brand promise or value proposition that is communicated both internally or externally. TRACK also comprehensively redesigned Barmenia’s entire brand look and feel – giving it a truly unique appearance. CCO Britta Poetzsch and her team used cyan (greenish-blue colour) as a brand-building element as well as the capital B, which is placed protectively around the key persons depicted in the imagery. We gave Barmenia a completely new, fresh appearance which soon proudly adorned everything from posters, brochures, website, social media materials well as on insurance agency displays.
The jury explained its decision considering it to be: “An excellently implemented relaunch in every respect, with a clear brand identity based on a coherent overall strategy that was positively received both internally and externally”.
Schwarz & Schlichte’s premium THREE SIXTY VODKA brand was also named “Product Brand of the Year” in the “Excellent Brands” category. TRACK has been working for THREE SIXTY VODKA for many years and has accompanied the vodka brand on its successful course of growth. In 2015, the brand even won a Golden Effie award in the ‘David vs Goliath’ category.
The jury elaborated on its decision by saying: “As a newcomer in an established and highly competitive market, THREE SIXTY positioned itself as a bold and distinctive challenger. In the course of its brand lifetime, it has managed to transform itself from being a FMCG brand to successfully curating a lifestyle brand image for itself. The THREE SIXTY brand now stands for an exclusive lifestyle: the goodlife lifestyle”.
The German Brand Awards provides a platform for the German Design Council and the German Brand Institute to honour successful brands, consistent brand management and long-term, sustainable brand communication. The German Design Council was founded in 1953 at the initiative of the Bundestag (German Federal Parliament), to promote and enhance design expertise in the German economy. It pursues a wide range of activities with a single goal: to communicate how to increase brand value on a sustainable basis through the strategic use of design and innovation.
