Andu
Andu Hanea
Marketing Director
MARKETING BELONGS TO THE NEW GENERATION. MANUFACTURING AND HR ARE STILL IN THEIR PARENTS’ BACKYARD.
We were in our office by Cismigiu park when the client from Sibiu paid his first visit. He didn’t speak much, but he was determined. He was the young man in his family. We had to convince his parents that rebranding was needed. In an industry like theirs – cotton textiles – you compete, on the one hand, with brands like Nike and Adidas, and on the other hand, with Turkish and Chinese products. How do you solve this problem? Valea Oltului and truck drivers on highways became almost like our workmates. The natural stages of the project followed and then the final exam: presenting the creative routes. Mother and son were happy. The father was pokerfaced … with a fierce stare like an eagle. We didn’t understand. Until Mr. Hodea Sr. finally said: “I’m envious!” We understood why only after he explained that, since the beginning of their business, he had drawn and redrawn the word Andu over and over again; but what we succeeded in doing in two weeks surpassed even his imagination. We explained it was “normal stuff” for our designers. That you didn’t have to be a genius, only interpret data, and transform the entrepreneur’s ideas into visual form. Then we implemented the idea. Andu, the little elephant, still brings us joy. We still wear the tracksuits we received as gifts more than 6 years after we started the project.
Each time they come to Bucharest, or when we go to Sibiu, we visit each other and talk. It’s nice to see the evolution of a brand. It’s like a family where some people move abroad and meet at family events and tell each other their entire life story in one night. From a team of around 20 people initially, today Andu has 100 employees and a store at the Sun Plaza Mall in Bucharest. We’ve been ordering our T-shirts from them ever since. If you see us wearing white or black T-shirts imprinted with Einstein, you should know they are Andu T-shirts. We also won an international award with Andu in the United States. Last year, our Andu T-shirts were received by our client, Megagen, in Korea. South Korea:). In North Korea, they can only be found on the black market right now.
