Brandient received the most important distinction-Best of Awards-at the international ReBrand100 competition, hosted by the prestigious Rhode Island School of Design, in the United States.
Bucharest, April 2009
The prize was conferred for the rebranding of Dedeman, the Romanian company specialized in construction materials retail. The jury, composed of reputed business and design leaders, rewarded not just the logo solution—the "helmeted dog"—but also the consistent and sizable implementation of the new identity, throughout all brand vectors. The Dedeman rebranding took place during the second half of 2007, and the firm turnover increased a solid 35 percent in 2008.
At the same edition of the competition, Brandient furthermore received a Merit award for the CEC Bank rebranding, a process that brought the esteemed Romanian institution at the starting point of a new beginning, while at the same time, managed to keep the entire force of a tradition spanning over 145 years. The CEC Bank rebranding echoed internationally and was praised by the prestigious commentator Tony Spaeth on his website, Identityworks. The business magazine The Conference Board Review also published Brand Evolution, an article dedicated to this topic.
ReBrand100 offers the highest recognition for excellence in brand reconstruction and redesign in the world of business. The jury of this edition was composed of branding and design international personalities such as Jane Parker, CEO Interbrand Health, Howard Belk, Co-President and Chief Creative Officer at Siegel-Gale, and Bruno Schmidt, Partner Metadesign Zurich.
Brandient received multiple awards during the last editions of ReBrand100 for the Domo, Savana, TVR, Europharm and Smartree rebranding processes. As such, Brandient is one of the branding companies with the highest number of awards in this field. All the cases having received distinctions are presented on ReBrand100 web site.
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 REBRAND™
REBRAND™, founded in 2004 by Anaezi Modu, created the REBRAND 100® Global Awards — the first juried global recognition dedicated to brand transformation, honoring the world’s 100 most effective rebrands each cycle. Its juries of international business and design executives — Brandient co-founders Aneta Bogdan and Cristian Kit Paul among the invited jurors* — have judged work from more than 61 countries across forty-plus industries; its Hall of Fame inducted Brandient in the inaugural 2015 class, alongside Interbrand and MetaDesign.
*As in all juried competitions, jurors assess only the work of others, never the work of their own companies or any entities they are part of or represent.
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.