Brand evolution of Syntegon
Winner
Excellent Brands
Corporate Brand of the Year
Details
Personalized medicine, drug-pricing pressure, geopolitical tensions, talent shortages, rising costs, stricter safety rules, SKU proliferation and eco-packaging regulation. Pharma- and Food-manufacturers such as Mars and Novo Nordisk need more from an operations partner than machines: they need a partner who support across the entire product lifecycle. After the carve out from Bosch in 2020, Syntegon repositioned itself in 2025 from being a machine to a full "strategic lifecycle partner". Under the claim "COCREATE.COSUCCEED." it introduced a relationship-centred brand identity that now serves as the north star for all company activities.
The Jury‘s Statement
Following its separation from the Bosch context, Syntegon faced the task of redefining its role in the market. The evolved brand addresses this step with a clearly grounded repositioning from machine supplier to lifecycle partner. Design and content consistently follow this direction: people, collaboration and customer value replace technical distance and product focus. Because the new identity was also embedded in sales, communication and internal processes, the brand gains profile and differentiation.
