Challenge
Following a strategic decision to move away from parent company Sodexo Group, Pluxee needed a global brand to support its growth ambitions and reframe and elevate its proposition.
With a strong track record in employee engagement, the business was operating in an increasingly competitive and crowded market. But the category was awash with the same visual codes and messaging, and the opportunity for differentiation was immense.
Solution
To create a brand that felt distinct and differentiated, we crafted a new positioning that focused on opening up a world of opportunities to help people enjoy more of what really matters in their lives. This intentionality is important; it’s recognition of the fact that it’s often the small and unexpected things in life that make the greatest difference to our overall happiness and wellbeing.
To give meaning and purpose to this new positioning, we designed a brand that feels both joyful and dynamic. Pluxee’s new logo contains the x-mark, a bold and confident expression of how Pluxee amplifies the everyday. Its flexibility reflects the infinite opportunities represented by the brand itself: it can be used to highlight what really matters in life or to express connection – between consumers and their families, friends, merchants or employers. In its purest form, it represents simplicity and stillness in a world of noise and distraction, and helps anchors the brand in what really matters.
As well as bringing Pluxee to life across multiple touchpoints, we also developed the brand’s new portfolio architecture, a key messaging framework, an activation plan and a launch campaign across 30 markets.
Impact
— Shares in Pluxee rose by 15% on its stock market debut in January 2024.
— Pluxee saw an 18.6% growth in organic revenue in its first year as a standalone company.
