After 10 years on the market, Dedeman had become a trustworthy partner for those eager to build, renovate or decorate—and in 2007 they decided to expand nationally and commissioned Brandient for the rebranding.

Client file

Brand strategy

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”.

Corporate and retail brand

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).



Baudeman, the most important private label of Dedeman’s retail chain, is covering a wide range of products regarding construction materials.

The master packaging designed by Brandient is easyly adaptable to different packaging shapes and sizes, while the color coding is strong, powerful and with high impact on indoor or outdoor exposure.



Panzer is Dedeman’s private label for the mainstream power tool range.

The identity and packaging design done by Brandient is conveying the image of a reliable, durable and men-only product.


Brandient provided the name and the packaging design for the economic power tool range of Dedeman.

The design creates associations of affordability and ease of use.


Brandient created the name and the packaging design for Grünman, one of Dedeman's private labels, comprising gardening power tools and equipments.