Raia eliminates the ‘Droga’ from the name in brand change

To kick-start the transformation, the company inaugurated the first Raia unit in Jardim Paulista, in São Paulo, with a new visual identity

The pharmacy network Damn streak – from the RD group, which includes another giant, Drogasil – will remove the “Droga” from the name of the brand, closely following a movement already seen in businesses such as Porto Seguro (now Porto) and Ponto Frio (now Ponto).

To kick-start the transformation, the company opened the first Raia unit in Jardim Paulista, São Paulo, with a new visual identity.

“Raia is already how our customers refer to us, it’s just an update”, said the president of RD, Marcílio Pousada.

With a second unit under renovation, also in São Paulo, Raia still doesn’t have a date to reach the other stores.

According to the executive, the project, in the pilot phase, will undergo improvements and changes until it is replicated in 1,100 pharmacies across the country.

For now, the changes can be seen in the company’s mobile applications and e-commerce service.

For brand specialist Eduardo Tomiya, from TM20 Branding, the update reflects the changes that the brand has had over time, without opening a relationship created with consumers over 100 years ago.

“People tend to simplify the names just to create a connection with the brand”, evaluates Tomiya.

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