Communication Design
Branding & Identity

The All New Plum
Brand: Plum
Client: Plum Benefits Insurance Brokers Pvt Ltd
Entrant: Irregulars Alliance LLP

Blue Elephant

Entry Title:	The All New Plum
Brand:	Plum
Client:	Plum Benefits Insurance Brokers Pvt Ltd
Entrant Company:	Irregulars Alliance LLP
Description:	The insurance world is ripe with hairy problems; it’s boring, stuffy and distant. Plum launched in 2019 with the vision to transform employee health benefits. Their first attempts at branding was a quickly sketched out logo by the founder. Over 3 years, they built a loveable brand that over 2,000 companies trust. With audacious plans – solving for millions more happy customers, and building a company that lasts a hundred years, Plum needed a brand refresh that seemed honestly simple yet masterfully crafted, warm and playful, approachable and inclusive, yet exquisite and premium. We took these values forward and created a package of a new logoform, a warm colour assortment, humanist type, symbols and a family of illustrations that represent the very real problems Plum was here to solve. The logo was recreated leaving behind the fruit symbol, a new wordmark created customising the display typeface - Nan Juane Midi Black. The type system supported by Chromatica lent balance between geometric and humanist elements. Retaining the original ‘Plum Red’ as a primary colour combined with a family of saturated supporting tones to give the brand a joyful sense. With pairings and tints, the possibilities became endless yet well-bound.
Company Credits:	Irregulars Alliance LLP
Individual Credits:	Anant Ahuja - Creative Director
Individual Credits:	Pradhyumn Kag - Design Director
Individual Credits:	Hinal Kikani - Project Manager
Individual Credits:	Sukanya Punchhi - Brand Strategist
Individual Credits:	Mira Malhotra - Illustrator & Creative Director
Individual Credits:	Pearl D’souza - Illustrator
Individual Credits:	Priyal Surana - Graphic Designer
Individual Credits:	Sharan Adka - Graphic Designer
Individual Credits:	Rishav Paul - Graphic Designer
Individual Credits:	Mohammad Zerik - Web Design