I designed the complete visual identity for Plenitude’s loyalty program, defining the brand concept, naming, logo, illustration style, and the entire communication ecosystem. The identity expresses the program’s key values - value, progress, sustainability, and shared journey, through a cohesive visual and narrative system applied across digital interfaces, printed materials, and campaign assets.

For the logo of Plenitude Insieme, I focused on expressing the idea of community and togetherness through a system of inward-pointing arrows. Each element represents an individual contribution converging toward a shared center, visually reinforcing the meaning of “insieme.” The color palette is drawn from Plenitude’s brand identity, ensuring coherence, recognisability, and a strong emotional link between the program and the company.