Pick n Pay

BrandingGraphic DesignAdvertising
Ackerman Pick n Pay Foundation brand architecture and repositioning within Pick n Pay brand

Pick n Pay is the second-largest supermarket chain store in South Africa, established in 1967. Its philanthropic fund, The Ackerman Pick n Pay Foundation, directs the Ackerman family’s legacy of entrepreneurship. It empowers people to experience economic freedom and dignity through work, education and mentorship. Pick n Pay Transformation Director Suzanne Ackerman-Berman invited ID&B to develop the brand architecture and define and create the new brand identity. The journey included identifying opportunities where the brand could create excitement and transform ideas about entrepreneurship on a broader scale. The new brand needed to capture the ethos and identity of the Foundation and to position it so that its purpose was communicated more forcefully to stakeholders as well as the entire supply chain that influences the entrepreneur’s journey to success. A priority was creating greater awareness of the transformative impact of entrepreneurs – not only on their own futures, but also on the futures of their loved ones, communities, industries and ultimately, economies. Project included: Strategic analysis of Pick n Pay brand architecture Analysis of existing and potential brand touch points Logo design Tagline Brand positioning statement Marketing concepts Website design Social media branding Video branding

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