This is retail branding.
In the wake of the COVID-19 pandemic, Rite Aid has pivoted its visual identity to reflect a new paradigm of wellness. As the Store of the Future, Rite Aid's rebranding efforts blend print and digital media in a new, holistic approach to its customers' health. Through offering traditional pharmaceuticals and organic herbal remedies, Rite Aid embraces an era in which wellness is a matter of both the home and the drugstore. As a Production Artist, my work on Rite Aid's branding projects have involved retail signage and digital assets.
Where did it begin?
The design principles which directed my work were outlined in an ever-evolving style guide. Certain constants remained, however: a focus on lively pastel colors; simple, minimalistic shapes and patterns; photography that displays the full range of human movement without appearing too posed or rigid; and typography which provides optical balance and fun, exuberant twists on the messaging of Rite Aid's products and programs, several of which are on display in this page.
How was it designed?
Working alongside PureRED's team of experienced designers, I produced a variety of retail assets, from rails and side wings to co-branded shelf blockers, stands, and web banners. Two such projects—recycled tote bags and digital kiosk posters—incorporate key aspects of Rite Aid's new Store of the Future brand as well as extensive rounds of client feedback. Here, one may see the core Rite Aid palette, iconography, and examples of product photography. In particular, the kiosk mockup was manually assembled within Adobe Illustrator, and designed with a focus on realistic lighting without any compromise to the visual integrity of the digital posters.
