Work / Tehnoworld
Reengineering an emerging regional leader for national leadership

Brand Strategy and Brand Design for Romania's third largest pipe manufacturing player.


TehnoWorld is the only manufacturer in Romania that has reached the performance of having the fastest production line of PeHD pipes for electric and telecommunication cable protection and it is the third largest manufacturer of PeHD pipes for water, gas and sewage in Romania.
During 8 years of activity, the company evolved, but the old identity did not convey the company’s performance and lacked smart differentiation in the Romanian landscape. TehnoWorld was looking for a branding agency to help her signal its status change, from a local contender to a national key player in the industry. innerpride was chosen to redesign the brand in order to strengthen the company’s position in the market.


The logo design gleaned inspiration from the company’s main product: pipes. The TehnoWorld symbol is a smart play of perspective and can be either a single pipe or a whole stack of pipes. The logotype was drawn from scratch to match the geometry of the symbol thus constructing an organically linked group. The brand tagline we developed, “When technology reaches performance”, is an articulation of the vision of being top specialists in providing solutions for infrastructure projects.

Giving a company the tools necessary to reach it’s maximum potential is the greatest satisfaction, we as a branding agency, can have.

- Viorel Nedelcu, creative director & partner, innerpride


The angles and shapes of the symbol were used in devising a simple, smart and versatile design language which was applied across a variety of applications from stationery to product catalogues to car livery.
The result is a brand design that is smart and modern, reviving the brand and making it stand apart in the competitive landscape.

The logo design and the identity system really helped us stand apart and our sales agents we’re really proud with the new materials giving them more confidence.

- Adrian Grossu, CPO, TehnoWorld

Services involved

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Offices / Headquarters

Colonel Langa 17, Iași, Romania

+(40) 748 222 121

Offices / Client services

106 Whitchurch Avenue, HA8 6JN, London, UK

+(44) 742 451 6055