Research shows that about half of Canadians are paying attention to loyalty programs right now, and Indigo is hoping more shoppers will take notice of its rebranded Plum rewards program.

Indigo is supporting the refreshed program – with creative led by Cossette – using a combination of organic and paid social, digital and static OOH, as well as owned channels.

The new Plum+ symbol, the retailer says, was created to represent individuals of all backgrounds and interests “coming together to gain knowledge, spark inspiration, master skills, and indulge in hobbies.” The colour palette was refreshed with richer tones of plum and purple, while the new design is “energizing and contemporary, yet approachable.”

According to Jennifer Bryl, director, loyalty at Indigo, the new visual identity captures its “philosophy of creating more space for what inspires you.”

The refresh includes perks like 10% off almost everything and free shipping with no minimum spend.

“The rebrand really leans into the explorative nature of Indigo stores, where a cookbook leads to a pan, which leads to a pasta maker, which leads to your ‘Eat Pray Love’ era,” adds Dana Ciani, creative director at Cossette. “The perks of Plum+ help you dig a little deeper into your personal plot — to keep your story moving and evolving as you do.”