| Domo
2007 ReBrand 100 Winners > distinction
Industry: Electronics and white/brown goods - Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Electronics and white/brown goods retail in Romania are dominated by the top 3-4 large local players. Initially fuelled by the advent of consumer credit, the market soon became fiercely competitive.
Challenge - Developed by a group of local entrepreneurs over the past 10 years, Domo is the second largest player. Marking the transition from entrepreneurship to corporation as well as facing a tougher competition, Domo decided to refresh its identity and to better position the business.
Strategy - On the positioning concept of "home of home appliances", the new tagline was "Domo. For your home", aiming at category ownership. The brand was designed to be "full of life" and joy, endorsing a pleasant and unpretentious relationship with the customer. The optimistic design of the logo is spatial, dynamic and colorful, and the playful striped balls quickly became a memorable brand avatar. The brand experience is enhanced by the retail design which further enhance and protect the consistency, personality, and appeal of the brand.
Result - The new brand not only brought appreciation from customers and the public at large, but it also shaped a more efficient and impactful communication. The new print and TV campaigns were developed at a fraction of the previous budget, and made Domo better and more favorably known.
Credits:
Client: Domo - www.domo.ro
Brand Strategist/Designer: Brandient - www.brandient.com
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