Indigo rebrands loyalty programs
By Derek Winkler
Book retail chain Indigo has undertaken a rebranding of its Plum and Plum+ loyalty programs. The effort includes a new visual identity for the programs, consisting of an updated logo and colour palette intended to represent “individuals of all backgrounds and interests coming together to gain knowledge, spark inspiration, master skills, and indulge in hobbies.” The new branding appears in social media content and out-of-home advertising. The rebranding was handled by Cossette.
“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,” said Jennifer Bryl, loyalty director at Indigo. “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.”