Exploring Plum's new look
Today we’re excited to share a fresh Plum with you. Introducing Money for life.
From the small things, like saving up for presents or having an emergency fund, right through to big life moments like buying a house or preparing for retirement, Plum is here for it all.
Money for life
We talk to you, our customers, about how you’re using Plum and over the years that’s changed. Lots of you are using the Automatic rule, Rainy Days or the 1p Savings Challenge to set aside money without noticing. There’s also Investors, tax-free savers and pension contributors out there too — but you all share one thing in common: you have plans, either big or small, and you’re using Plum to help grow your money for them.
We wanted to reflect that in how Plum looks and feels. So we made it our new mission: to help you grow your money for life.
And a bold new mission needs bold new ways to show it.
A refreshed design, inspired by a taste of Plum
We wanted a new range of colours to reflect the vibrancy of our customers, so we asked ourselves: how could we introduce a new set of colours to reflect this? It turns out the answer was right there in front of us the whole time.
Plum.
We looked up pictures of plums, bought plums, tasted plums. And it turns out Plums aren’t just purple. They’re also pink, orange and yellow. There’s a whole colourful orchard out there.
The richness, the vibrancy — the link to nature and life that paired perfectly with our Money for life story. We knew we found the perfect design concept to support our new look.
Colours
We’ve kept our iconic Plum purple. but now it has some complements including Fuchsia Pink, Pumpkin Orange and Leaf Green. It means that Plum now has more energy and life.
The secondary palette is also based on colour theory and emotional connection.
We established emotional pillars aligned with Money for life and our new brand story. So for each conversation, there's a colour to pair with it.
- Pink is ASPIRATIONAL, bringing vibrancy and excitement
- Yellow is OPTIMISTIC, showing warmth and positivity
- Green is TRUST, giving a sense of energy and freshness
Typography
Our headline font is Agrandir Heavy. It’s confident and bold yet approachable, and pairs wonderfully with our new colours. We’ve also changed our body font to Inter, a modern font that’s easy to read.
Photography
We don’t use photography much at the moment, but we’re changing that.
The new Plum reflects our customers and what they use Plum for. So we show that – joyful, active moments in natural feeling places.
Words
Money is hard. It can sometimes be overwhelming or confusing. Plum customers trust us to help them understand money a little better, and there’s no better way to do this than with simple words.
We took a look at all the ways we communicate in the Plum app, on our website, in our ads and on our social media accounts. And it wasn’t always consistent and easy to follow. Sometimes we were a bit too friendly, or used jargon where a simpler word would have been better for you.
So we created a new tone of voice guide for everyone at Plum to use. It’s based on three principles: Straightforwardness, approachability and expertise. Everything that Plum writes should be easy to understand, feel approachable and inspire confidence.
We’ve spent a long time refreshing our writing. And we hope that you find Plum easier to follow.
But we’re not perfect, and we may have missed some sentences. So if you spot something, let us know.
We’d love to know what you think!
We want Plum to reflect you and the way you’re using our app. And we’re really excited by these changes, which are just the beginning of lots of other exciting things to come.
Talk to us over on our social accounts!
Things to note:
Plum has a range of subscriptions available, offering different tools for different budgets. Remember, if you choose to invest, your capital is at risk. When you use automation, please make sure that this is suitable for you and your personal circumstances. Plum does not offer financial advice.