CAMP HILL, Pa. — Earlier this month, Rite Aid officially launched its refreshed brand with an advertising campaign that demonstrates the company’s commitment to provide the perfect fusion of traditional medicine and alternative remedies. The launch is part of Rite Aid’s ongoing transformation and includes a new brand identity (logo) that is rolling out across the chain, whole health merchandise, a refreshed digital experience, and its new Store of the Future store prototype currently piloting in selected markets.

The integrated rebranding effort is part of Rite Aid’s RxEvolution strategy — originally announced in March — to transform the company into the leading whole health destination that treats mind, body and spirit.

Rite Aid seeks to deliver a fresh, differentiated experience across all channels with a company strategy targeting Millennial and Gen X women who take care of themselves, their children, aging parents and even pets.

Over the past year the company has been building the foundation for an elevated customer experience. Rite Aid has been establishing on-trend supplier relationships, delivering new and enhanced training, tools and work processes to all in-store associates, using Lean methodology to free up pharmacists’ time, modernizing its e-commerce infrastructure and online experience, and physically refreshing its fleet of stores.

Together, this comprehensive approach is aimed at helping customers achieve a level of well-being that goes beyond traditional perceptions of healthy.

“This is an important milestone in our relentless pursuit of becoming the preeminent whole health destination. We’re charging forward on our journey to revitalize the chain drug store experience — store by store, community by community — and today we’re ready and excited to invite customers to join us on this journey,” said Jim Peters, chief operating officer at Rite Aid.

The new branding and ad campaign illustrate how Rite Aid pharmacists will elevate their role as whole health advocates within their communities, while the whole health experience carries through Rite Aid’s retail and digital footprint, as the product assortment is shifting based on the insight that Rite Aid’s growth target consumers increasingly crave products that are conducive to a healthy and balanced lifestyle.

Helping drive the RxEvolution and elevate the in-store experience further, Rite Aid recently introduced its first two Stores of the Future — a modern store design concept focused on whole health. These new stores revolutionize the classic drug store experience by bringing pharmacists out from behind the counter and into the open, enabling them to be easily accessible to offer advice to customers. Featuring an airy interior filled with vibrant colors, modern signage and an enhanced merchandise assortment, Rite Aid Stores of the Future are modern neighborhood destinations that inspire clean, healthy living.