RITE AID

THEORETICAL REDESIGN AND BRANDING

 

Rite Aid, the 3rd largest drugstore chain in North America, was established in 1962. According to financial analysts it has a larger margin for growth potential than its competitors, CVS and Walgreens.

 

“At Rite Aid, we have a personal interest in your health and wellness.”

             – “Our Story,”  Rite Aid website

 

This sentence directed my theoretical rebranding. I replaced the current shield logo with an easily recognizable medical cross, representing service. The color palette of red, white and blue remains, but is refined and modernized with a softer blue and brighter red.

 

A large portion of Rite-Aid’s profits are derived from generic products. I updated the imperative bandage packaging design with attention-grabbing graphics that better compete with name brand products – and developed two print advertisements.