Rebranding, concept, and rollout of the Agafarma store network
Agafarma
Brazil
Presentation
We were challenged by Agafarma to uncover its purpose through a brand repositioning project, which was reflected in a new visual identity and the materialization of all its touchpoints — especially in the new store design.
Agafarma is a network of over 500 pharmacies that chose cooperation over competition, creating the first industry association in Rio Grande do Sul. These stores are run by their owners — many of them pharmacists — and are present in nearly every city in the state. It is a popular brand, aimed at people who, when in need of care, often face long lines in the public healthcare system.
Development
After an in-depth immersion into Agafarma’s ecosystem and the market, the diagnosis revealed that the competition was positioned either in the wellness and beauty segment or focused on low prices. No one was talking about health. Looking at this scenario through Agafarma’s values and attributes — proximity and care — the path to brand positioning became clear: focus on people’s health.
The network’s symbol was already a heart, so it was a natural step to define the brand positioning: a pharmacy network that is close to people, welcomes them, and cares for their health — “Agafarma takes care of your health, with heart.” In the rebranding, the heart symbol was given greater prominence, reinforcing this positioning.
In the flagship store, a dedicated space was created for individualized care in the delivery of pharmaceutical services: the Clinical Space. The creation of this area and the network’s investment in training its pharmacists through a postgraduate program in clinical pharmacy are some of the initiatives driven by its health-focused purpose.
Results
We completed the brand’s virtuous cycle by uncovering a true and inspiring purpose, and defining a unique and authentic positioning for a brand that provides a relevant service to society through its main point of expression: its pharmacy network.
