On 12 November, Pick 'n Pay announced that it would be experiencing a total brand transformation, which included a new logo, new colours, in-store signage, new brand lines and more. The brand makeover cost R110 million, and will see the revamp of 400 Pick 'n Pay stores around South Africa.

The new business strategy also includes more than 450 new lines and repackaged lines. This rebranding is one of the largest in South Africa to date. The first 30 corporate stores to be revamped are flagship or high volume stores, and these are expected to be completed early in 2008.

The rebranding entailed customer research to determine what the retailer's customers wanted and the first new advertisements will launch on Sunday.

Furthermore, the brand’s site has been streamlined and new glossy Pick ‘n Pay product catalogues will be distributed on Monday, 19 November.