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.
Bucharest, October 2010
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.
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 Domo
Domo was one of Romania’s leading electronics and appliance retailers — at its 2008 peak a chain of some 130 stores, fronted by the animated characters Do and Mo. The business declined after 2009 and the store network closed following the 2015 insolvency; the brand remains a record of Romanian retail’s expansion years: the Domo case.