PEP engaged Superunion Africa – a division of Ogilvy South Africa – and Ogilvy Cape Town, to spearhead their brand refresh, which has culminated in a comprehensive brand re-launch from mid-August 2020. The refreshed brand will roll out systematically across its more than 2350 stores over the next few years.
Following extensive customer research, it was clear that PEP needed a brighter direction, one that would appeal to a more forward-thinking, savvy customer and still appeal to their loyal customer base. Superunion and Ogilvy collaborated in developing retail and social media campaigns to launch the new brand and kick off summer with a fresh new look for the retail campaigns.
PEP CEO, Jaap Hamman said, ‘This is much more than just a logo change, it’s a bold statement of our confidence in the future of PEP, the country and a celebration of our remarkable customers at the end of this. Hamman explained that the Covid-19 lockdown simply confirmed the brand’s commitment to a process they have been working on for a long time. ‘We’ve been talking to our customers, looking at our market, improving our positioning of lowest prices, and significantly evolving the way we do things. We are now in a position to confidently communicate the changes PEP has made over the many years in a relevant, optimistic and vibrant way.’
PEP Marketing Executive Beyers van der Merwe said, ‘This iconic South African born brand needed a partner, like Superunion, who understood and bought into PEP’s purpose of making it possible for everyone to look and feel good – it is so much more than just a logo change. We are excited about this journey of evolving with our remarkable customers and future proofing the brand for many more years to come.’
Superunion used PEP’s existing brand foundations to create a distinctive identity that delivers accessible, digital and modern lifestyle cues. All the while, staying true to PEP’s unchanged essence and heritage. It includes the revision of the full suite of internal and external branded collateral, consulting on the flagship store format, new store signage for all formats, in-store elements, digital and social touch points. The project has also addressed PEP’s suite of offerings and services, including PEP HOME, PEP CELL and financial service offerings.
The result is a simple yet dynamic tab shape that expands, duplicates and grows to deliver the idea of more through simplicity. Although it originated from the oval shape behind the old logo, the flexible tab device now represents the ‘so much more’ that customers get when shopping at PEP. The tab shape can also be used as a functional device that holds PEP’s lowest prices, a speech bubble to capture conversations or a stage to showcase more of PEP’s products.
The identity is inspired by the digital world. The new logo, colours and identity are intended to bring a contemporary simplicity to the brand with brighter and bolder word marque, making it more relevant, easier to scale, digitise and reproduce while giving it longevity at the same time.