Though the work remained in the conceptual stage, it laid the groundwork for new ways of thinking about a trusted national name.
Since 1962, Rite Aid has been a familiar name in neighborhoods across the country—with a strong presence on both coasts and a reputation built on accessibility, care, and trust. As one of the nation’s leading drugstore chains, Rite Aid’s brand is well established. But in a rapidly evolving healthcare and retail landscape, they recognized the need to refresh how that brand shows up in-market.
This wasn’t about starting over—it was about dialing things up. The goal was to reinvigorate Rite Aid’s marketing materials with a more modern, resonant voice while staying true to the values customers have trusted for decades. Working closely with the Executive Creative Director and Lead Copywriter, we explored new visual and messaging directions that could feel fresh, confident, and human—without drifting into a full rebrand.
Together, we developed three campaign concepts that honored Rite Aid’s heritage while introducing more energy and relevance. Each concept explored a different creative angle, from emotional storytelling to customer empowerment to health-focused optimism. These early directions were designed to challenge internal expectations, spark conversation, and ultimately push the brand forward.
No Wrong Way to Rite Aid
This concept leaned into the unpredictability of a Rite Aid run— you come in for beach day essentials and leave with cat litter, and that’s perfectly fine. By pairing everyday items in unexpected combinations, we highlighted the wide variety of products available while tapping into real, relatable shopping behavior. The campaign used existing brand colors and patterns, but applied them in a bold, fresh way—bringing new energy to Rite Aid’s look without stepping outside its system. The message was simple: whatever brought you in, you’re in the right place.
Don’t Worry. There’s Rite Aid
This concept focuses on ease and convenience—reminding customers that Rite Aid is there when (and where) they need it. A visual line traces the journey from home to destination, with a Rite Aid stop along the way. Images of popular products subtly suggest what was picked up en route: sunscreen, allergy meds, snacks—just the things you might forget until you’re already on your way. The concept is reassuring, and grounded in real-life behavior. Every execution ends with a simple, confident promise: Don’t worry. There’s Rite Aid.
Consider It Covered
The most traditional of the three concepts, this idea leaned into summer plans and everyday practicality. Whether it’s a backyard BBQ, a beach day, or a weekend road trip, Rite Aid has everything you need to make it happen. The message was simple: you focus on the fun—we’ll cover the rest. With familiar summer imagery and straightforward messaging, the campaign reassured customers that Rite Aid is the go-to for last-minute essentials. No stress, no scrambling—it’s handled.