One of South Africa’s largest grocery retailers, Pick n Pay, today unveils a complete brand transformation by Landor Associates.
The group, which was appointed a year ago without a pitch, has devised a new identity, colours, in-store signage, uniforms and more than 450 new and repackaged lines.
A spokeswoman for Landor explains that the group was referred by Pick n Pay’s advertising agency Y&R South Africa, also owned by marketing conglomerate WPP.
The brand has been given a new strapline – ‘Inspired by you’ – driven by its customer base, according to Landor.
As part of the ZAR110m (£8m) overhaul, more than 400 stores will be revamped over the coming year.