Cobee by Pluxee
A new chapter that keeps what the brand earned.
Context
Cobee had very high brand recognition in the Spanish market, built over many years.
After the acquisition, moving straight to the Pluxee identity without an intermediate step put that recognition at risk. It also put business continuity with existing clients at risk.
The challenge
Adapt the Cobee identity to Pluxee global standards, keeping it recognizable enough to avoid friction or loss of trust in a market where the brand already had its own weight.
Art direction
I led the brand transition, which included the logo, the color palette and the adoption of the Pluxee typographic system, aligning every decision with the global brand team in Paris.
Cobee’s gradients and 3D illustration were kept, adapted to the new palette, as a visual bridge between both brands.
The physical card moved to the Pluxee design, while the rest of the identity stayed true to Cobee.
This identity ran from December to September, as a transitional phase. After that, I led a second intervention, closer to Pluxee.
A new chapter that keeps what the brand earned.
Context
Cobee had very high brand recognition in the Spanish market, built over many years.
After the acquisition, moving straight to the Pluxee identity without an intermediate step put that recognition at risk. It also put business continuity with existing clients at risk.
The challenge
Adapt the Cobee identity to Pluxee global standards, keeping it recognizable enough to avoid friction or loss of trust in a market where the brand already had its own weight.
Art direction
I led the brand transition, which included the logo, the color palette and the adoption of the Pluxee typographic system, aligning every decision with the global brand team in Paris.
Cobee’s gradients and 3D illustration were kept, adapted to the new palette, as a visual bridge between both brands.
The physical card moved to the Pluxee design, while the rest of the identity stayed true to Cobee.
This identity ran from December to September, as a transitional phase. After that, I led a second intervention, closer to Pluxee.
