Aussie appliance store Winning Appliances nabbed a number of awards at the Asia-Pacific Transform Awards in Hong Kong.
The Transform Awards Asia Pacific and conference recognised the best in brand repositioning, brand development and brand transformation in the region. The conference featured an examination of the sensory brand experience – including sight and sound – as well as the importance of a coherent strategy and brand name before comparing brand strategy in Asia versus Europe and the US.
Winning Appliances was recognised with the gold award for Best Brand Evolution as well as silver accolades for Best Implementation of Brand Development, Best Creative Strategy and Best Visual Identify from the Retail Sector, alongside major institutions such as UNSW, Fossil Group and Anchor Beer.
David Crane, CEO Winning Appliances, says the awards are a huge honour considering the sheer history of the company.
“Rebranding a 108-year old company was an incredibly challenging task, so receiving International recognition for not only the evolution of the brand, but the strategy, implementation and final visual identity is a huge win for our team. Companies and brands need to evolve, but for our brand it was important to grow in a way that paid tribute to our history and tradition. We wanted a new look and feel representative of both the family business and our unique approach to appliance retailing.”
Part of the challenge Winning faced with its rebrand was balancing its strong family heritage and tradition with modern, digital innovation.
“Creating something that hints at both the future retail vision of the brand while evoking a personal connection with customers was key. We based our logo on the founder’s signature, to pay tribute to our heritage whilst also symbolising the personal experience we offer customers,” he said.
Kate Thomas, head of marketing and brand for Winning Appliances, who led the rebrand, says: “We are delighted to have taken home the gold award for best brand evolution in the Asia-Pacific region for our work rebranding Winning Appliances. The competition was truly remarkable and we were humbled to be included in the shortlist for this award. To be considered best in class is an incredible honour.
“To also be recognised with awards for implementation, creative strategy and visual identity in the retail sector is the icing on the cake. It was a privilege working with the Winning family who trusted and supported our team in evolving one of Australia’s longest standing retail brands. I believe we have created something authentic, recognisable and inspirational.”
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