Plum | BrandQuest

Repositioning and Rebranding UK’s largest outdoor toy brand for global focus

The Situation

Plum Products is a 25+ year old UK-based manufacturer, wholesaler and online retailer of children’s outdoor play equipment (trampolines, climbing gyms etc) as well as outdoor garden furniture, barbeques and accessories retailing to the UK and Europe.

The company’s ambition in 2012 was to become a leading global player.

BrandQuest really understood what needed to be done in our business and I realised what they were recommending made perfect sense.

Our brand strategy has changed. Our branding has changed. Our packaging has changed and, our staff culture has changed… all for the better.

I totally recommend BrandQuest.

Jonathan Shaffer, Global Chair

The Process

Working with the Plum management team in London, BrandQuest developed a brand marketing strategy that required a decision to focus the business solely on the product development and wholesaling of the outdoor children’s product category, to position the company for substantial growth across the globe and to delete the non-core categories of furniture, barbeques etc.

This required the creation of a refreshed brand identity, new packaging and the implementation of a brand communications plan.

A brand planning workshop was subsequently convened in the UK to prepare and agree timings and executions for roll-out of the revamped brand and business to the global market.

BrandQuest designed and implemented new packaging across the range and more importantly chaired a weekly International marketing committee meeting with management from UK, Hong Kong and Australia.

Before

After

The Results

The brand logo and new packaging was first released to the acclaims of leading UK and European retailers at major Toy Fairs at launch.

A raft of communication pieces reflecting the Plum ‘brand story’ was introduced across all customer touch-points to reinforce the Plum claims to leadership in the category.

The new branding has assisted Plum to acquire increased presence at retail level throughout the UK, Europe, Hong Kong and Australia.

As a precursor to the trade and retail launch BrandQuest helped plan and drive the important internal staff launch to embed the brand culture, this initiative moved the Chairman to comment that it was “the best day in the history of the Company”.