THE HOME OF HOME APPLIANCES
Brand Situation
2005. A project started 10 years ago by a group of Romanian entrepreneurs led by Lorand Szarvadi, Domo is one of the leading retailers on the Romanian home appliances and electronics market. The three big retailers share not only the market but also fight for the consumers’ loyalty. Domo commissioned Brandient to create the new visual identity and to lead the rebranding process that marks the company’s transition from entrepreneurship to corporation.
Domo chose Brandient for its credentials and its ability to conduct complex rebranding processes that involve both the business and the organization. In this project, Brandient teamed up with Enterprise IG London, one of the largest global brand design consultancies, in order to offer Domo an array of local and global competences in design and consultancy. Brandient was in charge with strategy and brand essence definition, corporate identity design and brand rhetoric while Enterprise IG provided retail design for the flagship store.
Brandient’s Approach & Solutions
The positioning “Domo pentru acasa” (Domo for your home) aims at category ownership, seeking to build preference and loyalty for Domo network by promising both functional and emotional relationship, sustained by marketing and organisational programs.
Design optimistically dressed the brand’s excellent verbal identity, offering it visibility through spatiality and dynamism through color. The brand memorability is further supported by a set of graphic elements that develop and protect its personality.
The new logo was designed for retail and for the shopping pleasure, the result being a modern, fresh, friendly, dynamic and unpretentious identity. Some elements of the old identity were preserved due to their brand equity, like the fresh, vivid colors and the white spaces. The two striped balls in the logo were charged with a ludic and friendly personality, and employed to increase the visibility and memorability of the brand. Retail graphics were developed as a meta-language able to further secure the brand by instant recognition and favorability. The retail design of the flagship by Enterprise IG London transposed the graphic identity into modern functional and decorative elements. Overall, the whole design sustains a brand which is full of life, happy, dynamic and able to trigger a pleasant relationship with the customer.
The visual identity was further developed into an external marketing communication platform, aiming to maximize the efficiency of advertising campaigns while keeping the brand consistency. Brand rebuilding will be also consolidated by brand engagement programs.
Update 2006: Domo corporate identity - designed by Cristian “Kit” Paul, Creative Partner Brandient - was awarded in the Retail section at the international logo and corporate identity design competition Identity: Best of the Best 2006, organized by Identity magazine in Moscova.
