Brandient refreshes Domo's identity
The refresh is based on a new brand image platform
Two years after creating the well-known animated characters Do and Mo, DOMO—the leader of the white goods, black goods and IT&C retail market—launches a new brand image platform, once again with Brandient.
Strengthening the emotional bond between the brand and its consumers has been the main objective of the brief. Thus, Brandient has conceptualized the new brand platform by creating parody situations to famous scenes of SF movies. The naïve dog Do and the cheeky cat Mo make us smile when they teleport each other or float on the Earth orbit. The new brand platform is implemented in every point of contact—TV, OOH, on-line, point-of-sale, via informative or sales oriented literature.
As a novelty on the Romanian market—Do and Mo will be present in cinemas as well, "animating" the first 3D video commercial produced in Romania—one more expression of Domo's leadership.
The new brand platform is signed by Cristian "Kit" Paul and Eugen Erhan, Brandient. The animation has been done in collaboration with Golem Studio.
"Starting today, Do and Mo have their own universe. Here they can display anytime their unique personalities. We are glad to prove once again the emotional and entertaining potential that the characters could add up to a brand."
—Eugen Erhan, Designer, Brandient.
Brandient was the brand strategy consultant for Domo during the rebranding process in 2005–2006. Since then, Brandient has become the strategic partner for all the Domo branding projects. Brandient has accomplished 5 major projects for Domo to date.
Domo Retail is one of the most important players in specialized retail of white goods, black goods and IT&C, finalizing year 2009 with 170 million euro turnover. Domo has a national network of 131 stores (125 DOMO and 6 Technomarket) that sum up 80,000 square meters and 1,650 employees.
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