On-line products need brands, too.
Bucharest, June 2006
Brandient was commissioned by a group of young entrepreneurs in Bucharest to create the strategy, naming and design identity for the new brand. Starting up as a blog & guide covering Bucharest life and events, the brand has a built-in potential of leveraging its relevance into new areas.
The brand personality is built around wit, mental sharpness and inquisitive self-irony. The name “metropotam” was created to define in a humorous and addictive way the urban creature whose aim is to escape the daily chores and to enjoy the life as a pastime trendsetter.
Metropotam is not necessarily about spare time but about life style and community. It is a character you can trust because you are part of it. I am a metropotam and chances are you are one as well.
—Aneta Bogdan, Managing Partner Brandient
The witty, cartoon-like metropotam character was designed to reinforce both the brand strategy and name memorability. The fiery red hallmark is meant to highlight the assertive passion for city life.
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 Metropotam
Metropotam was the Bucharest urban-culture guide — an online platform of city recommendations, events, film and music from the Bucharest of the 2000s. The site no longer runs. Brandient created the brand in 2006: the Metropotam case.