Brandient was commissioned to rebrand Help Net, leader in the Romanian drugstore chain category, with over 150 outlets in urban areas, grew organically over the past two decades as one of the few top women-led businesses in Romania. Brandient was asked mainly to revisit the positioning and refresh the visual identity, streamlining the multiple brand manifestations and brand alignment, all geared for the 15th anniversary of the company.
Help Net assumed a positioning in competence, focused on the point of sale experience. The claimed authority is demonstrable by the professional competence, the quality of the portfolio, and the quality of the human relationship with the customers.
The main design challenge was to harmonize and reach consistency at the store window level for the 150 retail locations — locations that are unstandardized from a real estate point of view. We, therefore, created an illustration-based pattern that is scalable for any retail window size. The new brand platform provides a generous graphic identity, with plenty of brand property, derived from Help Net’s symbol — from its simplicity and modernity.
Brandient Design Director
The store window was practically transformed in a fascia, thus enhancing brand recognition and consistency across a non-standard range of outlets and dominating the visual “noise” of the cluttered high street landscape.
Brandient Creative Partner Cristian ‘Kit’ Paul developed the elegant, minimalist logo; while the graphic platform bears the signature of Adrian Stanculet, project lead and Brandient Design Director, and the support of Brandient design team.
The store window was practically transformed in a fascia, thus achieving brand consistency across a non-standard range of outlets and dominating the visual “noise” of the cluttered high street landscape.