DEDICATED AND CONSTRUCTIVE
Brand Situation
How many companies do mention hard work in their mission statements? This is how two brave, down-to-earth Romanian entrepreneurs have succeeded in building from scratch a regional DIY retail business and stand up to foreign competition. For over 10 years, Dedeman had become a trustworthy partner for those eager to build, renovate or decorate and in 2007 it decided to expand nationally.
Rebranding became necessary not only to raise company’s profile and 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.
Brandient’s Approach & Solutions
The essence of brand’s features were encompassed in the brand idea “Dedicated and Constructive” and 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, designed by Cristian “Kit” Paul, Brandient’s Creative Director. Brandient Graphic Designer Iancu Barbarasa further developed the key visual. During one’s first encounter with Dedeman, 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.
