Virgin Mobile has this morning revealed a refreshed brand positioning, added a dash of purple to its palate and emphasised a more customer-focused approach.

The refresh brings the telco in line with the Virgin master brand and is designed to emphasis the brand’s “maturity”.

“After 12 years in the market, our customers are more mature and we need to ensure we grow up with them,” Nicole Bardsley, director of brand and communications, said.

“Our new brand acknowledges this maturity, while recognising the value of our customers place on our connection to the Virgin Family.”

The telco, which has until now projected itself as a challenger brand, is growing up with a business now focused on retention with a “more customer-centric brand positioning”.

The new logo features more white space, emphasises the ‘Virgin’ and now features purple to bring it in line with the Virgin master brand.

 New products have also been launched today with return international flights to locations such as Vanuatu, Fiji or New Zealand and a new phone on offer 12 months after customers re-sign up to the Irresistible Plan or equivalent for 24 months.

Havas, Starcom and One Green Bean worked on the repositioning along with brand agency Generation Alliance.

Doug Pitt, the brother of tinseltown star Brad Pitt, will not be back as face of Virgin Mobile.

 Pitt was brought to Australia and featured in TVCs for the brand last year for its ‘A Fair Go For All’ positioning.

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