Pioneer Foods is one of South Africa’s oldest food companies with an enviable stable of iconic brands. HKLM assisted in refining the Pioneer Foods brand positioning and then updated their visual identity and language as well as website. An important part of this project was to ensure that the Pioneer Foods brand and business was no longer only
the holding company for a stable of diverse businesses and products. The business units took on the Pioneer Foods name and identity and all their products are now endorsed by the Pioneer Foods brand. The initiative was called ’One Pioneer’.