Let’s be honest—Rite Aid has had a tough year. A Walgreens merger fallen apart. Quarterly goals miss (yikes). And all Walgreens and CVS seems to do is win, win, win. 

I’m loyal to the brand (sort of–because Target is life). Growing up in New York, Rite-Aid had been a neighborhood staple to me, next to Duane Reade which just so happened to be also owned by Walgreens. 

In recent years, all competitors in the drugstore space have undergone a brand refresh: CVS, Duane Reade, Walgreens. What's been holding Rite Aid back from also doing so? Comparing social media engagement, Rite Aid is also behind. So how do you make a drugstore fresh, modern, and worthy of consumers' trust again? I decided to take on the challenge of revisiting the logo which as not changed since 1990's. With 4,600 stores nationwide, it's a conversation worth having.