Inspired by ick n ay

As part of a R110 million (US$16 million+) rebranding effort by Pick n Pay — a 40-year-old supermarket chain in South Africa, and one of its largest retail groups — that includes converting 450 stores and 1,200 product lines within a 24 month period, the store is taking the opportunity to update with a new logo that does away with its dated-looking use of slab serifs to embrace the ever-so-modern san serif.Working with Landor’s UK office, Pick n Pay has dropped its clarendon-esque typography and adopted the font Cachet to handle all their corporate communications. In addition, Pick n Pay changed their corporate tagline from “We’re on your side” to “Inspired by you” — maintaining their focus on the customer in a slightly more positive wa