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.