Even classics sometimes need a bit of maintenance. That’s why the iconic slogan ‘The Friendly Specialist’ received a musical makeover. Not because everything needed to change, but because it could just be a little better. No radical change of course, but a nuanced evolution with a touch of feeling. Exactly how you would describe DA: expert yet approachable.

What was the reason for DA to develop a musical identity?

DA Drugstore has always distinguished itself through expert advice and personal service. In 2025, DA decided to return to these core values and revive the proposition of ‘the friendly specialist’. This repositioning called for a consistent brand experience across all channels, including a musical identity. And to support this renewed brand promise, we decided to refresh our old sound logo.

Why did you choose to use the old sound logo?

Our old sound logo was a recognisable element from a time when DA was synonymous with personal attention and expertise. Now that we are embracing this proposition again, we wanted that to be reflected in sound as well. But we didn’t want it to sound like a step back in time. That’s why we’ve refreshed it: the same recognisable base, but with a modern twist. So DA sounds familiar again, but in a contemporary way.

How did you experience the quest for your ‘own sound’?

Super fun and educational! It made us look at what DA really means and what feeling we want to convey in a different way. We’ve delved deep into the history of our brand and thought about how we could translate our core values into sound. Step by step, we got closer to the perfect musical translation of our brand. Recognisable, warm and familiar, yet fresh and future-proof. We’re extremely proud of the result!