Baudeman
A private label, engineered like the products it carries
Baudeman is the most important private label of Dedeman, Romania’s leading DIY retail chain — a single brand spanning a wide range of construction materials. Brandient created it: the name, the logo, and the master-packaging system that carries it across the shelf.
The name builds on the German Bau — to build — lending an own-brand the authority and sector cues of the category it competes in. The logo sits inside an angled pentagon that reads at once as a house and a tool, its 45° and 90° angles borrowed from the rigor of architectural and engineering drawing; heavy, condensed letterforms keep it legible on the hardest substrates — wood, metal, cement, paper, plastic.
The system makes a sprawling range coherent. One master-packaging architecture adapts to every format — bags, rolls, boxes, buckets, labels — and a color code does the navigating: warm colors for exterior, resistant and thermal-insulation products, cool colors for interior and waterproofing ones. The 45° geometry of the logo runs through every pack, so the range reads as one confident, technical brand on a crowded shelf.
Client:
Dedeman (Baudeman private label)
Industry:
Non food and CPG
Project type:
New Brand Creation
Date:
2009
Services:
Brand Name, Narratives and Voice, Logo and Visual Identity Program, Packaging Design, Packaging Architecture, Brand Guidelines
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