How a vision became an award-winning brand identity
Evonik's Beauty & Personal Care business has received a German Brand Award in two categories for its new brand identity that helps customers experience our portfolio more clearly and consistently. By bringing our solutions together under one cohesive visual umbrella, the brand strengthens our role as a sustainable solutions partner for the beauty and personal care industry. In this blog post, Nadine Neureiter and Franziska Robert from the Market Communications team for the Care Solutions business line share how the identity was developed and brought to life.
By Nadine Neureiter and Franziska Robert
The German Brand Award ceremony in Berlin marked a proud milestone in our journey to create the new brand identity for Evonik Beauty & Personal Care. That journey began long before the first newly branded website went live or the first trade show booth featured our new look. Our goal was to shape a brand identity for our business that helps customers understand who we are today - and where we can create value for them tomorrow.
Telling the story of Evonik Beauty & Personal Care
Every strong brand begins with a story.
From the outset, our goal was not simply to create a new visual identity. We wanted to clarify what makes Evonik Beauty & Personal Care relevant for our customers: the values that guide us, the expectations they bring to us, and the ways we can support innovation in beauty and personal care in the years ahead.
To answer those questions, we began a comprehensive brand development process with our agency partner Liebchen+Liebchen. Through interviews, workshops, and critical discussions, we shaped a brand that reflects the transformation of our business towards the sustainable solutions partner and communicates our purpose in a way that is clear, relevant, and meaningful for customers.
The result was a brand built around three pillars: sustainability, partnership, and disruptive innovation. These now guide our messaging, visual language, and the customer experience we aim to create across every touchpoint.
Looking back, one of the most rewarding aspects was seeing many individual ideas become one coherent story: The Soul and Science of Beauty.
More than a new look
Branding projects are often judged by their final result. Yet what makes them successful is the work that happens behind the scenes.
One of the biggest challenges - and opportunities - was bringing together perspectives from across the business. Marketing teams, application experts, innovation specialists, business leaders, and communications professionals all contributed to a shared identity that reflects how we want customers to experience Evonik Beauty & Personal Care.
The result is a brand identity that feels authentic to our business, relevant to our customers, and ready to grow with the market.
The role of AI in the future of our brand
The project also highlighted the potential of artificial intelligence to make brand communication more flexible, efficient, unique, and customer focused.
The visual architecture developed for Evonik Beauty & Personal Care was designed for scalability. AI now helps us create new visual expressions more efficiently, adapt assets for different applications, and evolve our imagery while maintaining brand consistency.
As the technology matures, it opens new opportunities to support customers with more targeted visual storytelling - from product launches and emerging application areas to future sustainability initiatives.
The rapid improvement in AI-generated imagery is creating exciting possibilities for more agile and engaging brand communication.
Milestones we will remember
Inspiration beyond our own industry
The German Brand Award ceremony itself was more than a celebration.
It offered the chance to exchange ideas, attend inspiring keynotes, and learn from organizations beyond our own industry. Across B2B and B2C, multinational companies and challenger brands, many were asking similar questions: How can brands remain relevant? How can they build trust? How can they create meaningful customer experiences?
These conversations reinforced our belief that successful branding is never static. It must find the balance between preserving heritage and evolving with customer needs, market developments, and cultural change.
An award for everyone who helped shape the journey
This award recognizes the collective effort of colleagues across functions, regions, and disciplines who helped bring a shared vision for Evonik Beauty & Personal Care to life. More than a recognition of the final brand identity, it celebrates the successful completion of a transformation journey that was driven by collaboration, creativity, and commitment.
We are proud of what has been achieved - and even more excited about what comes next.
