Indigo rebrands its iconic plum+ program

9/15/2023

Work

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by Cossette

Indigo’s plum and plum+ are icons of the Canadian rewards program landscape. As a program belonging to Canada’s leading book and lifestyle retailer, it was time to give its visual identity a bit of a refresh.

A reader is always ready for the sequel. They never stop searching. Every story is a new world to dive into—a chance to discover something new, not just about the characters in the book, but about themselves. And plum+ amplifies those opportunities. It expands the reader’s exploration and rewards them for it. It gives them a chance to get to know themselves in a new way, to plus up their plotline on their terms. With plum+ they get what they love plus even more, including perks like 10% off almost everything and free shipping with no minimum spend.

We’re thrilled to introduce a new visual identity that brings a renewed energy to our plum and plum+ loyalty programs, and captures so perfectly our philosophy of creating more space for what inspires you. In an ever-changing world, we understand that life gets expensive. Because our customers are at the heart of Indigo, we’re excited to continue to offer everyday savings and exclusive perks through these programs to help them save more on the things they love.

Jennifer Bryl, Director, Loyalty at Indigo

In partnership with Cossette, Indigo has brought this rebrand to life using a combination of organic and paid social, digital and static OOH, and owned channels. The new plum+ logo, colour palette and overall design system work to inspire without sacrificing relatability. The plum+ symbol was created to represent individuals of all backgrounds and interests coming together to gain knowledge, spark inspiration, master skills, and indulge in hobbies. The colour palette was refreshed with richer tones of plum and purple, while the new design is energizing and contemporary, yet approachable.

The rebrand really leans into the explorative nature of Indigo stores, where a cookbook leads to a pan, which leads to a pasta maker, which leads to your “Eat, Pray, Love” era. The perks of plum+ help you dig a little deeper into your personal plot—to keep your story moving and evolving as you do.

Dana Ciani, Creative Director at Cossette

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Credits

Client: Indigo

SVP, Marketing: Andrew Sutherland Creative Studio VP: Jessica Hotson Senior Marketing Director: Kate Gregory Loyalty Director: Jennifer Bryl Strategy & Planning Marketing Director: Betsy Phillips Marketing Manager: Emily McLellan

Creative Agency: Cossette

Creative Director: Dana Ciani, Alyssa Graff Sr. Art Director: Lianna Petridis Sr. Copywriter: Molly McKay Sr. Graphic Designer: Paula Dopuda VP, Strategy: Geoff Gingerich VP, Business Lead: Melissa Levenberg Business Director: Aline Cleve Account Supervisor: Madison Trajkovski Director, Print Production: Dawn-Marie Mills