Interbrand develops website for DER Touristik
Interbrand has developed the new brand identity for DER Touristik. The agency was commissioned to develop a new brand strategy, optimize the portfolio, and establish a corresponding positioning and brand identity.
According to a press release issued by the agency on Monday, the aim is to raise the profile of Rewe's tourism division as one of the market leaders in the German-speaking region and at the same time highlight the strengths of the individual brands. A large number of brands that have not yet been clearly positioned have made the group's portfolio extremely complex to date, making consistent, coordinated brand communication and thus group perception difficult.
Interbrand developed a differentiated umbrella brand strategy based on one of the lead brands from the existing portfolio. The company's core qualities - strong customer focus, high product diversity and quality as well as individual advice - were the starting point for the development of the new brand idea, according to the press release: DER Touristik creates an individual experience for everyone and turns dreams into tailor-made trips. In other words: "Dreams firmly under control". This guiding principle was also decisive for the development of the visual identity, which unites the group brand, sales and tour operator under one roof.
The three letters of the brand were given a new lettering, which together with the super symbol - the handle - forms a logo that can be used flexibly. Images of vacation situations are used for the sales brand, in which the individual customer wishes merge with the images through the so-called experience panorama as a multi-colored representation.
The group brand works with a formally similar visual world, but its content is more closely related to the theme of "new horizons" and is thus intended to point to perspectives and potential in the industry. Here, the super symbol is used to a greater extent and takes the place of the experience panorama.
