Romanian Dona chain, rebranding with Matius Studio, Publicis and Free Communication

Branding, Business, Creativity

Romanian pharmacies chain Dona started a complex rebranding process. The chain will invest Euro 15M in decorating and refreshing its pharmacies during the next 4-5 years.


The rebranding is done in partnership with Marius Studio, while the advertising is handled by Publicis Bucharest, PR& BTL by Free Communication and media – by Optimedia.

After a period when we focused mainly on everything that means services – continuous training for pharmacists, continuous updating of the prices in order to improve accessibility, expanding the network and offering an extensive portfolio of health products and services, it is now the time to refresh brand’s image. We invested in a new campaign that illustrates our vision on how a real pharmacy must look (…) Our clients responded very well to the messages of the new campaign. After a month and a half of intense promotion, the traffic in pharmacies is on an ascending trend, same as the number of patients and released prescriptions.

Ovidiu Wencz,

General Manager Dona

Dona’s image campaign was declined through a mix including national TV and radio ads, print, OOH campaign focused on Bucharest and main Romanian cities, social media and BTL.


The campaign targets mainly urban population, aged 25-55 y.o., people that are preoccupied about their health and that want to remain active no matter the age, in order to be able to run their daily activities.

The first Dona pharmacy reopened with the new visual concept is one in Bucharest, that has non-stop program. Matius Studio – architecture and retail branding studio – handled the design, after it was selected following a pitch in which were involved both Romanian and international companies.

The teams working on the rebranding process and campaign included

  • Dona pharmacies chain: Ovidiu Wencz – General Manaer, Radu Dumitrescu – Marketing Director, Marius Fierbinteanu – Administrative Director, Marius Aprodu – Sales Director Bucharest, Marcel Fodor – Sales Director, Florin Lupescu – Trade Marketing Manager and Georgeta Ionica – Communication officer.
  • Publicis Romania: Lucian Cernat – Sr Art Director, Irina Popp – Sr Copywriter, Mihnea Gheorghiu – Group Creative Director, Miruna Macri – Jr Art Director, Dana Pascu – Strategic Planner, Camelia Efrimov – AV Producer, Liviu Efrimov – AV Producer, Eugen Alexe – Production Director, Vicentiu Neacsu – Group Account Director, Cristiana Gabor – Media Planner, Valeria Pop – Media buyer, Petre Buzea – DTP,  Elena Pomarac – Account Manager, Adina Weiner – Account Executive, Adina Albu – Account Director and Alexandra Murray – Client Service Director.
  • Free Communication: Laurentiu Nita (Account Director), Irina Patru (Account Manager), Nicoleta Matei (Events Manager) and Radu Popa (Events Executive).