Yesterday saw a huge launch of Edenred’s new look and it’s been a lesson in rebranding for any marketer worth their salt! Hashtags, branded workwear, global, co-ordinated changes, videos, PR – it’s the kind of change at scale that takes meticulous planning – but it’s gone with a bang. Well done, Edenred.

You may know them as the world leader in transactional solutions for companies, employees and merchants. Following the changes, it will market all of its solutions in 42 countries under the Edenred brand with one unifying brand for their 43 million employees, 750,000 companies and public institutions and 1.4 million affiliated merchants.

Now the 250 products and services developed by the Group, including its iconic Ticket Restaurant program, have been given a face lift and now share the same graphic standards. The new identity is captured by the Group’s signature “We connect, you win”, which reflects Edenred’s digitization, the networks it has built and the advantages it brings: greater purchasing power for employees, optimization of expenses for companies and more business for merchants.

On June 14, 2017, the Group’s 8,000 employees in 42 countries all dressed in the colours of the new logo to take part of Edenred’s Fast Forward strategic plan. 

The rebrand execution appeared to be a masterstroke in logistics and skill – covering not only each area of Edenred geographically and focusing on the people within the business, but also spanning preplanned video, behind the scenes video posted direct to feed on social media, internal branding, a new logo and strapline, a new product look – right down to social media headers.

Bertrand Dumazy, Chairman and Chief Executive Officer of Edenred, said: “The launch of our new visual identity is a significant milestone in Edenred’s transformation. The Group’s transition to a fully digital ecosystem has led us to create a new brand identity that is powerful, meaningful and unifying. For 43 million employees, 1.4 million merchants and 750,000 companies, every one of our solutions is a source of value creation.”

The new Edenred logo will now feature on all Group solutions, from cards to mobile apps, online platforms and paper vouchers. 

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