Hella Studio develops new brand identity for TCS Camping
Hella Studio has developed a distinct brand identity for the 26 campgrounds operated by Touring Club Switzerland. The new design features a rich fir green as its base color while maintaining a connection to the TCS umbrella brand. The new visual identity has already been implemented at all campgrounds and online.
The Bern-based agency Hella Studio was commissioned to develop a new, independent brand world for the 26 campsites of the Touring Club Switzerland - without losing the close connection to the well-known TCS umbrella brand. The result is a contemporary image that visually encapsulates a closeness to nature, ecological values and a modern lifestyle.
From TCS yellow to pine green
The foundation of the rebranding is the color change: the characteristic TCS yellow makes way for a rich pine green as the new base color. However, the yellow remains as a striking accent color in the typography and thus provides a visual link to the TCS umbrella brand. In addition to the type mark system for the individual destinations, Hella Studio developed a flexible design grid that allows maximum clarity and creative freedom.
The basis for the brand development was a strategic design preparation by the TCS brand management team in collaboration with the Bluegray agency as well as a comprehensive customer journey case study that Hella Studio developed for TCS Camping. The new CI/CD guidelines for the TCS Camping sub-brand now ensure that the brand world is brought to life consistently and credibly at all brand touchpoints.
Independent and yet connected
"Hella Studio has understood how the TCS umbrella brand values can be combined with the TCS Camping sub-brand," says Michael Holzgang from TCS Camping. "The deliberately chosen adaptations allow the TCS Camping sub-brand to be used independently and in line with the product without losing proximity to the umbrella brand. We are very much looking forward to the reaction of our camping community!"
The new visual identity is used across the entire spectrum: In print in posters, postcards and as templates for image, offer and partner measures - so that TCS Camping can implement its countless themes independently in the long term. Online, the identity is visible throughout the entire journey, from content to ads to booking. On site at the campsites, the signage and signposting is the central distinguishing feature that unites the individual campsites.
Specials for lighthouse projects
For selected lighthouse projects such as the TCS Camping Laax pop-up glamping or the TCS Camping Interlaken Riverlodge, so-called "specials" were created through targeted color changes and special design elements - eye-catching, but always in line with the brand identity. In addition, each individual location offers suitable merchandise products for guests to take home as souvenirs.
With the new appearance as a full circle brand experience, TCS Camping is strengthening its positioning as a modern, nature-oriented sub-brand in the tourism market under the strong TCS umbrella brand - and making its campsites fit for future camping guests. The website www.tcs-camping.ch has already been launched and the new branding has been implemented at all 26 campsites in Switzerland.
Responsible at Hella Studio: Joëlle Lehmann, Kasper Kobel, Lars Luginbühl, Simon Truffer, Leonardo Ferrari. Responsible at TCS Camping: Ilija Uzelac (Corporate Brand Manager), Oliver Grützner (CEO TCS Camping), Michael Holzgang (Head of Marketing and Digital Mobility & Leisure).
