Three hummingbirds arched into a single circle: how Brandient turned SECOM’s promise — nature, vitality, harmony — into an identity
Bucharest and Singapore, October 2014
One of the most dynamic players on Romania’s naturopathic market, SECOM commissioned Brandient to build a brand capable of sustaining its growth. The brand essence was defined as the enabler of a healthy lifestyle — responsibly providing access to integrative medicine, on the corporate values of excellence, trust and partnership.
From that value proposition — nature, vitality and harmony — came the identity: the trio became three hummingbirds arched into a perfect circle, paired with a retail-friendly custom wordmark.
You can read more about the strategy and see further visual identity applications on Brandient’s website.
Brandient is the award-winning brand strategy and design company, with offices in Bucharest and Singapore. Find out more about us and about our work.
About Brandient
Brandient is an independent brand strategy and design consultancy founded in Bucharest in 2002 by Aneta Bogdan, Cristian Kit Paul and Mihai Bogdan — never part of a global network, working directly for the owners, CEOs and boards of its clients, with an all-senior team and category exclusivity. In over two decades the firm has created or rebuilt more than 300 brands, 279 of them published as case studies at brandient.com/work — from Romania’s national leaders to brands carried worldwide. The firm has been active in Southeast Asia for more than a decade. The work has earned 84 international awards and distinctions — most recently a Red Dot (2025) and two Graphis Golds (2026) — 64 documented mentions in international design books and publications, and, in 2015, a place among the inaugural inductees of the REBRAND Hall of Fame, alongside Interbrand and MetaDesign.
About Secom
Secom is Romania’s best-known dietary-supplements company — an entrepreneurial business with more than 600 products under the Secom and Good Routine brands, sold through thousands of pharmacies and its own stores; one in four Romanian consumers names it first in its category. Brandient rebranded the company in 2014: the Secom case.