EN 
PT_BR 
Raízen announced the launch of a new brand dedicated to sustainable electrical energy. Entitled Raízen Power, the initiative aims to accelerate the company's leading role in the renewable energy market.
“We are very happy to launch our new brand and are prepared to serve the entire consumer profile, from the residential segment to electro-intensive appliances. This is a project designed to balance the future with the present, focusing on the country's energy transition”, says Frederico Saliba, responsible for the Raízen Power brand initiatives.
The creation of the new brand is the result of a partnership with Greenz, which carried out market studies and analyzes that served as the basis for the company to decide on the creation of the new unit, as well as its concept, positioning strategy and visual identity.
In Raízen's understanding, the launch of the new brand occurs amid positive projections for market opening and the expectation of progress in bills in the solar energy sector.
“The energy market is undergoing a major transformation. After the analyses, carried out together — client and agency — we understood that it would be important to create a highlight for the business unit, without giving up the attributes and legacy already built by the company. Thus, Raízen Power was born, a complete solution in renewable energy, with its own identity and tone of voice, designed to facilitate relationships and understanding with the target audience”, explains Fábio Meneghati, CEO of Greenz.
“With a well-structured expansion plan, with renewable solutions increasingly being a source of business diversification, we aim to reach thousands of new customers and support our partners in the process of decarbonizing their businesses. With our new brand, we are increasingly committed to acting strategically through the best efficiency, cost and sustainability for the market”, adds Saliba.
Currently, Raízen is among the five largest electricity suppliers in the country, with more than 24 thousand customers, being strategic in a market where 81% of Brazilians would like to choose their energy supplier and 90% want to generate their own energy, according to studies from Abraceel Brazilian Association of Energy Traders).
