With a total of seven awards, E.ON was also the most successful brand in the competition. All the awards are related to the new positioning, including prizes for strategy, concept and design; for the brand presentation at the 2025 E-World trade fair; and for the energy transition campaign of the German subsidiary E.ON Energie Deutschland. 

 

Lars Rosumek, head of communications and policy at E.ON SE: “Last year we strategically realigned the E.ON brand. I am proud of the successes we have achieved in such a short time. E.ON’s mission is to actively shape Europe’s energy future. We take responsibility for ensuring that the new energy world works for customers and society. By transforming our brand, we have succeeded in making this approach tangible both internally and externally.” 

 

Successful repositioning as a playmaker in the energy transition 

By moving away from the energy generation business and focusing on electricity distribution networks and sustainable customer solutions, E.ON has undergone a transformation in recent years. The company’s active, formative role in the energy transition is now also reflected in its brand identity. 

 

Adrienne Héon Kleinen, Head of Marketing at E.ON Energie Deutschland: “With its new brand promise, E.ON doesn’t just want to be ‘part’ of the energy transition – it also aims to support customers in mastering their own personal energy transition. Through the Always On energy transition campaign, we’re bringing attention to new energy into every home, offering products and solutions tailored to each individual journey.” 

 

E.ON’s new brand identity was developed together with agency partners VIVALDI (strategy) and TEAMBBDO (including Peter Schmidt Group, BBDO, Interone, and Batten & Company) and launched in spring 2024. The energy transition campaign EDG was produced by DDB; the E-world trade fair stand was created by FORUM your brandbuilder. The aim was to make the relaunch as sustainable and cost-efficient as possible. Strategy, design development, and the campaign itself ran largely in parallel and led to success within a few months, achieving a measurable change in the minds of the target group, where agreement with the statement that E.ON is a driver of the energy transition rose by 11%. 
 

Teamwork at the agency level for the best results 

Christian Rätsch, CEO of TEAMBBDO: “E.ON is a brand that has courageously and successfully set the course for the future. That’s why we’re not just partners but also genuine fans. We live in a time when people and companies are looking for guidance. E.ON is leading the way in this regard.” 

 

Kristin Janoschka, Executive Director Consulting at Peter Schmidt Group: “We distilled E.ON’s own design down to its truly distinctive aspects and derived all new assets from the iconic logo. New elements strengthen E.ON’s character, and the corporate typeface we developed consistently places messages of change within the context of the brand. This is how design becomes a lever for communication.” 

 

Accolades for successful brand management in Germany 

The German Brand Award is considered one of the most important German brand prizes. It is awarded annually by the German Design Council and the German Brand Institute. It honors companies that stand out from the competition through exemplary brand management, sustainable campaigns, and exceptional marketing projects. The aim is to strengthen the important of the brand as a decisive factor for the success of companies in the national and international competitive environment.

 

Image source: Yvonne Hartmann, German Brand Awards 2025