ABOUT

CONTEXT
Pluxee – formerly known as Sodexo Benefits & Rewards Services – is a leading global partner in employee benefits and engagement. As a business, it has been enriching employees’ lives with its benefits solutions for more than 50 years.

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.

At the heart of this positioning is the idea that Pluxee isn’t just about more – but more of what matters. 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. This sentiment is reflected in Pluxee’s product offer, which includes everything from meals, gifts and culture to wellbeing offers, rewards and recognition.

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
Following the launch of the new brand in June 2023, engagement across Pluxee’s social channels saw significant uplift. On LinkedIn alone, average post engagements were up by 192%. Shares in Pluxee rose by as much as 15% on its stock market debut in January 2024.

Pluxee’s CEO Aurélien Sonet said: “With this new brand, we stand out for who we are. Our stronger identity will be a key differentiator for our clients and partners and to attract new talent, particularly in digital.”