Brandient has finalized the rebranding of Dedeman, a process spanning over 12 months.
Bucharest, March 2008
It covered the redesigning of visual and retail identity as well as repositioning in order to suit the strategy of going national for this regional DIY retailer. On a developing market, capitalizing on simple values (how many companies still mention hard work in their mission statements?), two courageous, modest and clever entrepreneurs have succeeded in building a business equal to that of international competition, and they are already targeting a national leadership position.
During the last years, Dedeman became a trustworthy partner for the ones engaged in building, renovating or decorating, via its very flexible and price-friendly product range, as well as through the dedicated and positive approach of its employees. Brand clarification became necessary in order to strongly convey the brand pragmatic and functional personality, honesty, dedication, hard work, perseverance, and also its warm, friendly and loyal side. The essence of these features is encompassed in the brand idea “Dedicated and Constructive”, declined through Dedeman’s current slogan: “Dedicated to your plans” (Dedicat planurilor tale, in Romanian).
The dual brand personality, capable of mixing rational, practical and technical elements with relational, warm and friendly vibes, led to the creation of the key visual, “the helmeted dog”, designed by Cristian “Kit” Paul, Brandient’s Creative Director. Brandient Graphic Designer Iancu Barbarasa further developed the key visuals.
During one’s first encounter with Dedeman, the helmeted dog, rather serious and attentive than funny, is probably one of the least expected things. However, you feel like actually looking for him at your next visit and you would be disappointed not to find him. Also, it is difficult not to remember him
—Cristian “Kit” Paul, Creative Partner, Brandient
The implementation stage has begun with Piatra Neamt store and will continue throughout 2008 with the refurbishment of the 10 existing locations and those about to be opened soon.
About Brandient
Brandient is an independent brand strategy and design consultancy founded in Bucharest in 2002 by Aneta Bogdan, Cristian Kit Paul and Mihai Bogdan — never part of a global network, working directly for the owners, CEOs and boards of its clients, with an all-senior team and category exclusivity. In over two decades the firm has created or rebuilt more than 300 brands, 279 of them published as case studies at brandient.com/work — from Romania’s national leaders to brands carried worldwide. The firm has been active in Southeast Asia for more than a decade. The work has earned 84 international awards and distinctions — most recently a Red Dot (2025) and two Graphis Golds (2026) — 64 documented mentions in international design books and publications, and, in 2015, a place among the inaugural inductees of the REBRAND Hall of Fame, alongside Interbrand and MetaDesign.
About Dedeman
Dedeman is Romania’s DIY and home-improvement leader — founded in 1992 in Bacău by brothers Dragoș and Adrian Pavăl, and today the largest company owned by private Romanian investors, with about 64 stores, more than 13,500 employees and revenues around 2.65 billion euros. In 2025 it made its first move abroad, acquiring the Praktiker chain in Greece. Brandient rebranded Dedeman in 2007, as the national expansion began, and has worked across its private-label portfolio since: the Dedeman case.