ETALON
Setting the Standard for Accessibility
As Romania’s DIY market leader, Dedeman set out to expand its private label portfolio into the economy tier, with a range of construction essentials — adhesives, foams, silicones and more. Bringing together 16 SKUs under the name Etalon (“standard in Romanian”), the objective was to create a brand that signals both accessibility and reliability.
The challenge was to design a master packaging system that makes the category immediately legible, performs strongly on shelf and clearly differentiates from Baudeman — Dedeman’s mainstream-tier brand — while remaining coherent within the same portfolio. At the same time, the solution needed to accommodate a wide variety of uses and formats, from powders to sealants, across bags, boxes, tubes and pouches.
Client:
Dedeman
Industry:
Manufacturing and Industrial
Project type:
New Brand Creation
Date:
2024
Services:
Master pack and packaging design
Brandient developed a clear, high-impact master pack system built around instant recognition and ease of navigation. A strong visual hierarchy and intuitive coding enable fast product identification, while expressing the brand’s accessible positioning.
The system was designed as a flexible architecture, able to support sub-brands, extensions and multiple packaging formats without losing consistency.
The result is a scalable, easy-to-use packaging system that anchors Etalon in the economy segment and brings clarity across an inherently complex category.
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