Brand evolution of Syntegon
Winner
Excellent Brands
Industry, Machines and Engineering
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 Bosch, Syntegon faced the task of defining its new role in the market with strategic brand clarity. The repositioning from machine supplier to lifecycle partner responds precisely to the growing complexity of the pharmaceutical and food industries. Claim, imagery and formal design system place collaboration and customer benefit at the centre. Anchoring this direction equally in sales, processes and training gives the brand a well-founded new identity across all touchpoints.
