| Dedeman
2009 REBRAND 100 Winners > best of awards
Industry/Sector: Household Products/Supplies, Retail Store
Enterprise Rebrand
Country Base: Romania
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - How many companies mention hard work in their mission statement? This is how two down-to-earth Romanian entrepreneurs have succeeded in building from scratch a regional DIY retail business and standing up to foreign competition. For over 10 years, Dedeman had become a trustworthy partner for those eager to build, renovate or decorate. In 2007 it decided to aim higher.
Challenge - Rebranding became necessary not only to raise the company’s profile and support the business expansion, but also to better convey the brand’s pragmatic and functional personality, the honesty, dedication, hard work, perseverance, as well as its warm, friendly and loyal side.
Strategy - All these were encompassed in the brand idea “Dedicated and Constructive” and its tagline “Dedicated to your plans”. The dual brand personality, mixing practical and technical components with relational, warm and friendly vibes, led to the creation of the “the helmeted dog” as logo and key visual. During one’s first encounter with Dedeman, the helmeted dog, rather serious and attentive than funny, is probably one of the least expected things, but also one memorable enough to keep in mind until the next visit.
The visual platform was applied consistently across retail design, livery, signage and wayfinding.
Result - By embracing the new identity, the company was able to secure a solid 35% growth in 2008 and to accelerate the pace of expansion undeterred by the weaker economic environment.
Credits:
Client: Dedeman - www.dedeman.ro
Brand Strategists/Designers: Brandient - www.brandient.com
Strategy: Aneta Bogdan
Creative Director: Cristian "Kit" Paul
Designers: Cristian "Kit" Paul, Iancu Barbarasa
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