PLUK is a collection of toddler daycares. With 9 locations throughout the region they are always close by. Chapters provided PLUK with an attractive, contemporary identity that fits their quality - showing that PLUK is the best place for your toddler to play and grow.
With the privatisation of day cares, PLUK [formerly CMWW] came in competition with other parties and became in need of a strong market position and communication.
An organisation that has been built up under the guise of not needing communication or identity has been converted by Chapters into an organisation that can compete with privatised day cares.
The solution for this toddler day care was a radical repositioning. CMWW lived in the past. PLUK on the other hand, is fully committed to the future. Ultimately, everything is about making a good start for both child and parent. This what CMWW can help with. This is their USP. By clarifying this in our strategy, we made this work throughout the entire identity. The new positioning required a new name. One that immediately propels you forward – Seize the day with PLUK!
We took the concept of ‘seize the day’ literally and figuratively, because at PLUK, you seize the day and the future. It’s about playing and learning. At PLUK you take a leap forward and reap the benefits in the future.
We opted for a rebranding in which the child is still the hero of the story, but in a completely new and distinctive brand story. In the communication, we used real children. From different cultures. Posing confidently or plucked straight from life. They are the base for an authentic, optimistic and decisive visual style that feels familiar and warm.
One of PLUK’s core values is health. In the design, fruity figurines enhance PLUK’s vision. These fruit shaped figures are familiar for children, and a unique selling point for PLUK - promoting health and nature as their distinctive quality.Playing outside, potting plants and processing fruit.
PLUK is all about keeping both feet on the ground and hands in the soil.
Portraying a playful, young, dynamic, and accessible atmosphere.
Parents and children become acquainted with PLUK through play, with our hopscotch paths throughout the neighbourhoods. Literally visualising the concept of ‘this is how I hop forward’ and bringing PLUK to the attention of parents. This launch campaign was reinforced with a poster campaign and a social campaign, in addition to all online and offline branding elements which Chapters created for PLUK.
