oa Journal of Marketing - Fresh inspiration : the Pick 'n Pay brand revamp

Volume 2008, Issue 02
  • ISSN : 1811-9565



After four decades, the Pick 'n Pay brand, (now Pick n Pay or PnP) has evolved. Using logos such as Shell, Coca-Cola and Mercedes as a benchmark, the transformation of PnP's brandmark was undertaken with incessant research in order to contemporize its appeal and provoke positive change. "The brand's entire identity, including aspects such as font, graphic devices and its colour palette, underwent rigorous exploration in order to derive greater appeal while optimizing clarity and impact," says Paul Tilly, PnP group marketing manager. He stresses that while the group has undergone an extensive strategic review, and various projects have been initiated to ensure it remains the leader within the grocery retail sector, what will never change is its core values and principles. "Our strategic review of the business has resulted in an integrated change plan to ensure our growth over the next 10 years."

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