Domo
The cool home appliances retail chain branding and its memorable mascots
Domo, the leading retailer on the Romanian home appliances and electronics market, entrusted Brandient with the rebranding process and with subsequent upgrades of its identity and brand communication platform.
The positioning "Domo pentru acasa" (Domo for your home) aimed at category ownership, seeking to build preference and loyalty for Domo network by promising both functional and emotional relationship, sustained by marketing and organizational programs. In order to increase the emotional bond with the customers, the brand essence was infused with a ludic personality.
The new logo was designed for retail prominence, but also for the pleasure of shopping, the result being a modern, fresh, dynamic and down-to-earth identity. Besides the excellent name, some visual elements of the old identity were preserved due to their brand equity — like the fresh, vivid colors and the white spaces. The two striped balls in the logo were charged with a playful and friendly personality and employed to increase the visibility and memorability of the brand.
The retail design of the flagship store, in cooperation with Enterprise IG London (today The Brand Union) transposed the graphic identity into modern functional and decorative elements. Based on the brand identity created by Brandient, Enterprise IG came up with the retail design, while Brandient further developed the in-store retail graphics as a meta-language able to further enhance the brand by instant recognition and favorability. Overall, the whole design sustains a brand which is full of life, happy, dynamic and able to trigger a pleasant relationship with the customer.
Energized by its renewed success, after two years the client came back for an enhancement of the already successful identity, in order to increase the impact of tactical communication and to further underlie the friendly, pleasant and accessible personality of the brand. Sometimes the better is the enemy of the good, but Brandient set out to prove it otherwise, and came up with a communication platform based on two avatars: Do and Mo, the playful, stripy dog and cat. Communication became easier, less expensive and more memorable. Do and Mo became omnipresent in all points of contact with the brand — point-of-sale graphics, TV commercials, billboards and sales literature.
Client:
Domo
Industry:
Retail and Consumer Services
Project type:
Rebranding — Brand Upgrade
Date:
2006
Services:
Brand Audit, Brand Positioning, Logo and Visual Identity Program, Branded Environments
; Corporate ID Program
Packaging Design
Communication Design
Brand Guidelines
Do & Mo characters
Building on its rejuvenated success, the client returned two years later, seeking to amplify the impact of tactical communication and further highlight the brand's friendly and approachable character. Brandient devised a communication platform centred around two avatars, Do and Mo, a playful striped dog and a cat.
This made communication more straightforward, cost-effective, and memorable. Do and Mo became integral to all brand touchpoints—point-of-sale graphics, TV commercials, billboards, sales literature, and merchandising materials.
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