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

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.

Estadão Content

Related post

apple vs.  Gradient: dispute over the iPhone model reaches the STF

apple vs. Gradient: dispute over the iPhone model reaches…

The dispute over the “iPhone” brand between the Brazilian company and the North American giant is old. See history: Who has…
Former road vendor leaves Brás honest to undertake a clothes model and earn R$ 7 million

Former road vendor leaves Brás honest to undertake a…

Marcos Martins is CEO of Lamar Moda Feminina; business started as a small clothing stall at the dawn fair in Brás…
Cartier awards in Paris the co-founder of the Brazilian model Pantys

Cartier awards in Paris the co-founder of the Brazilian…

Cartier announced on Wednesday (10) the winners of the Cartier Women’s Initiative 2023, a global award dedicated to female entrepreneurs who…

Leave a Reply

Your email address will not be published. Required fields are marked *