Employee health insurance organisation Plum has revamped its brand identity, involving a change in logo and colours.

Company claimed that the refreshed identity would also involve more customer-friendly segregation of its offerings, including Plum Insure, Plum Health and Plum Wellbeing. This will help customers understand the comprehensive healthcare coverage that Plum provides in a better manner. The company also launchd a new digital media collective called Humanise. 

Plum helps companies provide health insurance and other wellness benefits to its employees.  

"Our brand is one of our biggest moats and as we begin to scale up, our brand identity needs to reflect who we are today and who we aspire to be. We see this refreshed identity as a necessary step in our journey and a springboard to various initiatives and innovations that we plan to launch,” said Abhishek Poddar, co-founder and chief executive officer of Plum.   

Elaborating on Humanise, Sasha Abraham, head of brand marketing at Plum said, "We are focused on creating a culture of care for employees everywhere, and are cognizant that over time people are being seen increasingly as resources. We hope that Humanise by Plum will help shine a spotlight on the human behind the 'resource' and bring topics like ‘workplace wellbeing’ and ‘mental health' to the forefront."