carturesti

In a deeply eroded sector, a Romanian bookstore chain with a substantial brick-and-mortar presence but limited online visibility needed to revitalize its brand. This brand, cherished as a cultural icon by generations of Romanians, decided to transform for today’s audience.

Rebranding an iconic Romanian national bookstore created a unique set of challenges exacerbated by the pandemic and the swift rise of e-commerce. Cărturești, known for its “resistance through culture” ethos and diverse experiential spaces, needed to adapt to the changing landscape while preserving its non-commercial approach.

Cărturești, nestled in historic landmarks and modern shopping centers, had become a cultural hub. However, the brand lacked visual identity, relying solely on its verbal representation. The solution was a clever reimagining of the logo—a word puzzle.

Through relevant icons and various logo compositions, the brand embraced a personalized touch. Each composition played with the name “Cărturești” and incorporated different words reflecting moods, instances, and lifestyle aspects in both Romanian and English.

The visual elements extended to the communication platform, amplifying the brand’s visibility and appeal. This approach, especially resonant with digitally savvy younger generations, forged a special and emotional connection between the brand and its audience.

The redefined visual and verbal identity not only addressed the challenge of poor visibility but also positioned Cărturești as a relevant and appealing choice for the evolving preferences of its diverse audience.

Client:
Cărturești

Industry:
Technology

Project type:
Technology

Year:
2020

Services:
Brand positioning and Promises, Brand Platform, Logo Design, Visual Identity Program, Communication Design, Retail Design, Digital Design, Creative Communication, Packaging Design.

brandient_carturesti_case_1
brandient_carturesti_case_2
brandient_carturesti_case_3
brandient_carturesti_case_4
brandient_carturesti_case_6
brandient_carturesti_case_7
brandient_carturesti_case_8
brandient_carturesti_case_9
brandient_carturesti_case_10
brandient_carturesti_case_11
brandient_carturesti_case_12

Other featured projects

Flanco Smart DiscounterAchieving pervasive business transformation through rebranding.

PolianaDemocratizing healthcare via a national network of affordable test labs

ExavetNew brand for Regina Maris's veterinary imaging and analysis lab.

Team RomaniaCommercial emblem for the Olympic Team.

Ro Olympic and Sports CommitteePreparing Romanian presence at the Rio 2016 Olympic Games

CoffeEastBranding the premier Eastern European coffee culture festival.

LUCARebranding of the street fast food local leader

Fashion DaysAbout fashion must-have and obsessive coolness.

GenecoBuilding the power-brand for Singapore's electricity market.

BitdefenderBuilding trust by reducing global cyber risks

HeyBluA witty brand focused on overcoming financial limitations.

eMAGHelping the e-commerce front runner articulate its leadership.

SilvaRecreating the authentic Romanian Craft-Quality beer brand.

From Skin to SoulVegan body care products for South Eastern Asia.

FreshfulFresh groceries delivered straight to your door.

TazzA stealthy lightning flash hidden in plain sight.

Neo BTCreating the neobank experience.

LibrisRebranding to reignite the passion for books.

CreatopySmart SaaS tools for Creative Empowerment.

AgricoverRebranding a top European player in agriculture.

VictoriabankRevitalizing the oldest commercial bank in Moldova.

Interactive GroupA future-aligned, value-rich identity for the Pakistani technology group.

LoginRoPositioning Romania as a destination for young tech talent.

O'MACRebranding the challenger in small agriculture tools.

National Football TeamBalancing heritage and contemporary aesthetics.

Romanian Football FederationRebranding to support the Federation’s ambitious reform.

DedemanThe rebranding that made history for the uncontested leader of the Romanian DIY.

PromaterisA new evolutionary chapter in plastics industry

Autonom Driving growth with impactful branding in modern mobility solutions.

KlarwinLeaping to a higher reputation league of Fluid Perfection.

Biz Singapore IssueTed Dot-winning Singapore-inspired cover design.

Ave ForchettaNew brand creation in a funky Italian neo-bistro restaurant genre.

TrickshotRebranding of the epitome 'eatertainment' restaurant chain for growth.

CartofisserieBuilding a French fries emporium brand.

BadsterThe thirst to break every rule in the book

HelpNetRefreshing and repositioning a leading pharma chain.

SolarisNew brand alignined with global healthy nutrition trends.

Rugby RomaniaLorem ipsum dolor sit amet

QFortBuilding a success story within the European market.

Idea BankA “Fresh banking from Poland” brand localization.

NextebankCreating a “next-gen banking" brand experience

PeliPartnersConsolidation of the law firm led by the power couple Francisc and Carmen Peli.

Ro Football CupRebranding

Agora Floreasca A chic urban mall, blends wit and geography in its symbol.

TinmarEstablishing a leading energy services integrator.

NeumarktLorem Ipsum

CiucLorem Ipsum

GambrinusLorem Ipsum

Ciuc RadlerLorem Ipsum

Impetum GroupLorem Ipsum

ShopmaniaLorem Ipsum

MerchantProLorem Ipsum

Patria BankLorem Ipsum

DLA Piper DinuThe 15th anniversary and a fresh communication design concept

E.ONLorem Ipsum

Paval HoldingLorem Ipsum

YTL GroupLorem Ipsum

EvergentLorem Ipsum

RTCLorem Ipsum

FabryoLorem Ipsum

City of OradeaThe edge of branding practice: place branding.

Cetatea OradeaReviving a Destination brand.

KindityEarly education in Malaysia, fostering 'nurturing kindness, releasing potential'.

BiogoodPioneering modern organic retail.

LucaLorem ipsum

OrigoLorem ipsum

Țuca & AsociațiiLorem Ipsum

CuculandLorem Ipsum

SecomLorem Ipsum

QualiansLorem Ipsum

FrudisiacLorem Ipsum

ÜbernutsLorem Ipsum

FonomatLorem Ipsum

DomoLorem Ipsum

ApidavaFrom humble beginnings to an internationally recognized Transylvanian honey brand.

AstralLorem Ipsum

YardiniLorem Ipsum

ToyplexLorem ipsum

ExigioLorem Ipsum

Europa FMLorem Ipsum

Balvanyos ResortLorem Ipsum

EuropharmLorem Ipsum

Nanoramic LabsLorem Ipsum

FastCapLorem Ipsum

NeocarbonixLorem Ipsum

Folkwear SocietyLorem Ipsum

SmartreeLorem Ipsum

AktaLorem Ipsum

Good RoutineLorem Ipsum

FulgaLorem Ipsum

EquiliantLorem Ipsum

StockDayLorem Ipsum

Nemo ExpressLorem Ipsum

Alfa·Bank InSyncLorem Ipsum

BrioLorem Ipsum

AlbalactLorem Ipsum

DelacoLorem Ipsum

Fortuna CoffeeLorem Ipsum

SavanaLorem Ipsum

CEC BankTurning around the oldest banking institution in Romania

Transavia FragedoLorem Ipsum

ChalibriaRebranding

BrewzeusMaterializing a new evolutionary chapter in the local plastic industry

GeoklastData intelligence powering solutions in waste management sector.

Făgăraș World-Class Nature ReserveA love brand for Europe's largest, wildest natural park destination.

AccesaStrategic digital transformation services.

Peakture HotelMake yourself some beautiful memories.

BluidInnovative water-based solutions for professional and residential use.

Brico DepotPost-M&A design and culture adjustments for the DIY chain.

CRHPost-M&A brand consulting and localization.

EuroanswerRebranding the BPO expert in both emerging and established European markets.

F·Zeen ResidencesNew brand for the chain of high-end apartment projects.

ING BankCulture explorations and adjustments.

InmedioBrand and design update for the chain of convenience stores.

Transilvania InvestmentsRebranding the former SIF Transilvania (Financial Investment Society).

Pant Hoot MovieDocumentary about a master chimpanzee linguist.

VeritheraNew brand focusing on advanced, client-centered complementary medicine.

Romanian Embassy in SingaporePro-bono work for the Romanian Embassy in Singapore.

YTL FoundationScholarship, thought leadership, and community projects in Malaysia and beyond.

AngstRebranding of the quality meat products company.

Merinde UrbaneNew brand for tasty, nutritious, ready-to-serve meals.

GlaxoSmithKlineConsulting on cold and flu brand portfolio

Mega ImageComprehensive retail design upgrade for the supermarket chain.

Orange SchoolContent, design and seminars for the Orange Communication School.

Bunătăți de la BunicaBrand and packaging design update for the line of cooking ingredients.

WiesanaLorem

UnireaLorem

LincoLorem

FrühstückData intelligence powering solutions in waste management sector.

RadiocomLorem

RenaultLorem

Blue TrainLorem

Tall BallLorem

TBI CreditLorem

TerrasignaLorem

ZentivaBrand localization and positioning consulting.

GE MoneyBrand consulting on merger between GE Money and Garanti Bank.

TunisianaRebranding of Tunisiana, the national Tunisian telco and local success model.

BRD Societe GeneraleBrand strategy consulting in response to the global financial crisis.

VodafoneBrand strategy consulting in response to the global financial crisis.

News radar

Join the Brandient community! Stay in the loop with innovative branding insights, exclusive design content, and inspiring case studies.

Stay in touch with Aneta's latest opinions — articles, interviews, and podcasts — on entrepreneurship, marketing, branding pioneering, leadership, and culturally meaningful current events.

Brandient Radar is a select and non-intrusive, low-volume newsletter.

Follow our flight path — sign up for our Radar newsletter today!

get in touch

Client? contact us

5 Mendeleev Street, 3rd floor,
Bucharest 010361

Expert? Join Us

Are you brimming with talent and unshaken by challenges? Then, consider this your invitation to join our elite team, dive into complex problems, and have the opportunity to see your work make a mark far and wide.

Please submit your cover letter and relevant credentials:

friend? follow us

Copyright © Brandient 2002–2024. All Rights Reserved.

View