Pontofrio dropped half its name in 2021. Three years and a refit later, it took it back.

In April 2021, Via Varejo, the Brazilian retail group that owned Casas Bahia and Pontofrio, announced that the latter would simply be 'Ponto :>'. The word 'frio' — cold — was dropped, the classic penguin became an emoticon, and the brand promised to be relaxed, simple and digital, focused on technology. The company said the change had been designed carefully, after research and tests with customers.

The rollout was physical, not just verbal: stores across Brazil were repainted and refitted with the new identity, new colours and new graphics. For three years the chain traded as Ponto while the parent went through its own crisis and remake — in September 2023 Via Varejo renamed itself Grupo Casas Bahia S.A., moved its stock ticker from VIIA3 to BHIA3 and brought back the old slogan 'Dedicação total a você.'

On 22 April 2024, the penguin posted on Instagram. 'I just got out of a meeting and I have news,' the mascot wrote: 'the name Pontofrio is back.' The brand kept the same visual identity and simply changed the name back; the company gave no details about the strategy behind the reversal, and joked about it on social media instead. The stores that had been repainted for Ponto were not repainted back.