Plait is Malta’s first subscription box brand. Launched in May 2017, it offers four curated collections of sommelier-selected wine, craft beer, organic produce and Maltese artisan foods. We worked alongside this startup from its concept days to its launch, shaping its brand identity, marketing and product strategy.
We proposed a brand name for Plait that was both memorable and meaningful. Like a plait or braid, Plait brings different strands or objects together, weaving them into a new story. We also devised a marketing strategy, based on a foundation of primary market research, that uses a blend of media channels and unconventional interventions to introduce this new product and service category to the Maltese market.
Plait’s branding sets it apart while setting the bar high as the first market entrant in its category. A distinct but adaptable visual identity was selected to reflect Plait's diverse product portfolio, with all brand touch points considered from digital advertising to packaging. Within a month of its launch, Plait had gained considerable consumer and press attention. Additionally, the Beauty Plait product has far outperformed projections, selling out with every release.