Brandient delivers brand innovation across large-scale rebranding projects.


Back in 2007, Dedeman decided to expand nationally and commissioned Brandient for the rebranding. 10 years later, in 2017, Dedeman is the local leader of the DIY category.

How many companies do mention hard work and diligence in their mission statements? This way, two brave, down-to-earth Romanian entrepreneurs have succeeded in building from scratch a regional DIY retail business and in standing up to foreign competition. Rebranding became necessary not only to raise the company’s profile and to support the business’ expansion, but also to better convey the brand’s pragmatic and functional personality, the honesty, dedication, hard work, perseverance, as well as its warm, friendly and loyal side. The essence of brand’s features is encompassed in the brand idea “Dedicated and Constructive” and in the brand slogan “Dedicated to your plans”.

The dual brand personality, capable of mixing rational, practical and technical elements with relational, warm and friendly vibes, led to the creation of the “the helmeted dog” as logo and key visual. At first encounter, the helmeted dog, rather serious and attentive than funny, is probably one of the least expected things, but also one difficult to forget. You feel like actually looking for him at your next visit and you would be disappointed not to find him.
The visual platform was applied consistently across retail design, livery, signage and way-finding and provided the business with a state-of-the-art identity appealing to both internal and external stakeholders.

The retail design was refreshed over the past two years, in order to preserve the emotional bond with the customers, as Dedeman went on with opening ever larger stores (e.g. 14,000 sq m).

• “Best Of” Award at REBRAND 100® Global Awards 2009.

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