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On November 9, 2020, Rite Aid Pharmacy announced a refreshed brand, and a new logo, with a "whole health" focus. The goal of its "RxEvolution" strategy is to offer a combination of traditional medicine and alternative remedies. The brand refresh also includes:

A refreshed digital experience.
New "Stores of the Future."
Whole health merchandise.

Refreshed Digital Experience: In recent months, Rite Aid completed improvements to RiteAid.com and its mobile app. This 'digital refresh' offers more personalized content, intuitive navigation, and a more user-friendly online shopping cart. A recent partnership with grocery delivery pickup service Instacart has made delivery . . .

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