pladis
Branding
Changing perceptions
of a much
loved brand
A star is born
The challenge was to reinvigorate a brand of one of the world’s leading snacking companies promoting an updated Promise of ‘Happiness with every bite’ and showcase their rich baking heritage of 300 years.
The solution was to retain the strong heritage of pladis while setting the logo free. Named after the Pleiades constellation we created more of a connection by replacing the tittle of the ‘i’ with a dynamic shooting star. From here we unpicked the idea of happiness, choosing a friendly and approachable typeface, a bright colour palette inspired by baking and a sprinkle of simple iconography. Altogether it reinvigorated the brand to make more of an emotional and human connection.
Mixing it up
Bold still life photography paired with real life photography brought together the global products ensuring each experience and interaction is of one distinct brand.
A comprehensive style guide provided a quick, accessible and easy to use set of templates so collateral could be produced consistently and effectively.
A burst of energy
The new Promise and brand concept of ‘Happiness with every bite’ centred around human emotion – from the bakers baking through to those individual moments of every snap, crunch and dunk. We emphasised these with a simple graphic device known as the ‘Stellar burst’ which were placed around products and captured moments to highlight that intangible feeling of happiness.
This creative concept marked the start of a bold new communications strategy that resonated internally and with audiences both within and beyond the industry.
A new move with a tease
With a new UK home in 2021 we injected a new energy for the employees without giving away the full brand refresh. The Pleiades constellation provided the visual theme for all deliverables. Every touch point was addressed – interior installations, meeting room names (inspired by the constellation) and the not so bland office cup. Together it produced a warm and engaging place to work.
