ANDREW SABATIER
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Pick n Pay
Life Bank
Eksmo
Wiloh
Kerling ASA
Equate Translations
Paragon Healthcare
Stretch Brands
Resaura
Securicor
3663
Zishi
Sector
Supermarket chain
Info
Iconic South African superbrand
Project
Brand transformation
Role
Brand identity designer
Authorship
Brandmark and brandstyle (look and feel)
Consultancy credit
Landor Associates
Note
I was responsible for developing the basic elements of the Pick n Pay brand. This included the brandmark, corporate typeface selection, photographic concept and the window graphic but not the idea for the window graphic to interact with the subject matter.
See news entry
Pick n Pay is a 40-year-old supermarket with a long history championing the consumer with social action and low prices during the difficult histories of the old and new South Africa. For these efforts is has achieved an iconic superbrand status and has ambitions to operate more extensively beyond southern Africa. The old identity, although much loved, was not able to meet the aspirations of the company to become a modern, vibrant and dynamic organisation. The boxes containing the Ps retain the equity of the previous identity and the typeface updated to lead a clean, modern and forward-looking brand identity. The boxes also cue a graphic window identity system that visually represents the ‘pick’ of Pick and Pay. The windows highlight and pick out items within the Pick n Pay brand experience.
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