RITE AID
Skills
Brand Identity
UIUX
Motion
Year
Spring 2023
The rebranding of RITE AID uses 2 main colors to emphasis its two businesses, groceries and pharmacy.
Challenge
Under the chaos of its new branding, including new colors and less legible typeface, Rite Aid is losing its brand recognition among the nation. There is an urgent need for Rite Aid to build a more recognizable brand identity for both offline and online service, specially in the digital world of post-COVID-19 where people are so used to shopping medicines online.
Medi-Juicy
Using 2 colors to represent its two market segments, grocery and pharmacy, the new branding strategy for Rite Aid is focusing on using visual graphic elements to delight the customers with entertaining pharmacy experience.
Brand Statement
Rite Aid provides both online and retail pharmacy products to health conscious younger generations in a fast paced and overwhelming environment with an engaging voice. Helping them feel fresh, caring and energetic.
Powerful | Attractive | Leading
Clear | Transparent | Authentic
Natural | Blooming | Caring
Accurate | Exact | Decisive
Passionate | Dedicated | Striving
Fun | Colorful | Motivated
Logo Concept
The pill logo mark is generated from the visual elements of the six brand attributes, using precise shapes to create a nourishing mark. By rotating half of the pill shape, it becomes a water drop that filled in the negative space inside of A. The bolded sans serif typeface is legible from miles away, and the logo mark is simple to memorize,
Campaigns
Motion Posters
Stationery
UI / UX
Packaging
