Andrea Hull. A retail designer and art director with an eye for an unusual, a love for the beautiful and a flair for the exceptional. Combined with her vast experience and precision expertise in both design and retail, Andrea offers unparalleled integrated design services.
Client: Pick n Pay
Agency: King James
Services: Ideation, Graphic Design,
Pick ’n Pay is South Africa’s second biggest supermarket chain and a much-loved household brand. I have worked extensively on this family-friendly store’s day-to-day requirements, including the look and feel of its lifestyle magazine, fresh food range leaflets, POS and digital content. I also guided an intensive redesign and photographic process.
This work was run through King James, one of South Africa’s leading advertising agencies. In my work on the project, I not only ensured brand consistency and design quality between all the elements we produced, but also bridged the gap between King James’ studios in Cape Town and Johannesburg. After all, creativity is all about cohesion.
Design objective: Create a magazine that was unique to the Pick ’n Pay marketing mix, and which ensured the brand was recognised as a lifestyle brand rather than one purely focused on product and price.
Challenge solved: Developed a look and feel that elevated the brand but was not disconnected from the rest of the marketing material. It still felt like Pick ’n Pay.
Exact roles and responsibilities: Creative lead on the project, solely responsible for campaign being approved and a success for Pick ’n Pay.