Sector: Customer Loyalty / Retail
Core to K-Plussa’s identity are the recurring motifs of ball, circle, and dot forms, pivotal in articulating the ‘points’ acquired through the loyalty program benefits. The solution centers around reviving the vibrancy of the Plussa balls, steering the visual direction towards innovation while maintaining subtle nods to its established elements.
Challenge: For over 20 years, K-Plussa has been one of Finland’s largest customer loyalty programs, serving 3.6 million members—around 65% of the country’s population. The more you use your Plussa card, the more you save and enjoy personal offers and services. Core to K-Plussa’s identity are the recurring motifs of ball, circle, and dot forms—symbols of the ‘points’ earned through the loyalty program. The challenge was to revitalize these familiar elements and create a more dynamic, modern identity that could unify and energize the brand across all touchpoints.
Approach: The solution centered on reviving the vibrancy of the Plussa balls, steering the visual direction toward innovation while maintaining subtle nods to established design cues. To add a sensory dimension, a distinctive soundscape was developed from the rhythmic bouncing sounds of the balls interacting with each other. This sound identity was applied across short and long animations, giving motion and sound a shared, expressive language.
Outcome: The refreshed identity was rolled out across digital outdoor advertising, TV commercials, in-store digital displays, loyalty materials, and brand communications—reinvigorating K-Plussa’s presence with a cohesive, energetic, and playful expression that remains true to its iconic forms and long-standing heritage.