Brandient finalized the rebranding process for one of the top three market players in fast delivery services.
Bucharest, June 2009
The need for a rebranding emerged five years after the startup and it was rooted in the special challenges of an entrepreneurial business with a fast growing pace. To this, was added the necessity for performance through branding on a highly competitive market, yet poorly differentiated within this particular category. The change is visible especially from the outside, from the visual identity standpoint. The new visual key elements convey the entrepreneurial spirit, as well as the sense of the organization. At the same time, it stresses the ability and the determination to respect clients’ wishes. The chosen symbol, the shark, irradiates force, masculinity, intelligence, perseverance and the capacity to successfully fulfill each mission. The minimalist functional graphic approach enhances these promises, and the chromatic choice-red and black-denotes determination, easiness and involvement. For NemoExpress, Brandient delivered the repositioning strategy, brand DNA redefining, as well as the entire application graphic design pack, as rendered through the main brand construction vectors: car fleet, stationery and brand communication. The visual identity bears the signature of Eugen Erhan, Brandient Designer. The immediate result following the rebranding process was the organizational revival and the appropriation by the couriers of the type of behavior that lives up to established expectations. At the same time, the brand became much more visible on Romanian streets and highways.
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 Nemo Express
Nemo Express was a Romanian courier that grew a national network of nearly ninety agencies under the shark identity Brandient rebuilt for it. The company entered insolvency in 2022: the Nemo Express case.