A brand synonymous with category is always attentive to the needs of people and market changes. Drogaria São Paulo renewed its Brand—already present in newly-opened stores, and will be gradually applied in the other stores of the chain.
The purpose of the change is to ensure that a Brand with more than 70 years of activity remains contemporary and relevant to its core audience. The changes started from the renewal of the Brand positioning, focused on well-being, which gradually will also be seen in the architecture of the store, more modern and functional.
The new Brand and its Visual Universe keep the blue and red colors as their main references, most notably the symbol of the cross (sum), to highlight the supply of health products.
The new Brand comes to life in several touch points, from the physical stores to the social media. The project was selected for the 2017 Graphic Design Biennial Festival.