Blatten-Belalp rebranding: «Naturally beautiful» as the new claim

Blatten-Belalp rebranding: from a vague offer to clear positioning

Belalp - the name literally means «beautiful alp». What lies behind it, however, remained unclear to the outside world for a long time. Until now, the Valais destination of Blatten-Belalp had only vaguely positioned itself, advertising mainly the classic winter and summer offers. With the Blatten-Belalp rebranding, for which the agency TBS Marken Partner was responsible, this has changed fundamentally: a sharpened brand promise, a new design system and the claim «Naturally beautiful.» should now make the authentic character of the destination visible to the outside world.

A destination in transition

Blatten-Belalp wants to become the preferred year-round destination for families, snow and outdoor sports enthusiasts in the alpine landscape of Valais. In order to offer guests a unique experience all year round, the tourism offering is now being expanded in a targeted manner, according to the press release. This reorientation should also manifest itself in a sharpened brand promise and a new brand image. TBS Marken Partner has been closely associated with the Valais destination for many years - the project has become a matter close to the hearts of all those involved.

In a workshop, the project group developed a holistic positioning and a future-oriented mission for Blatten-Belalp. The rapid adoption of the sharpened brand strategy led to a clear commitment to a consistent focus across all channels and measures.

«Naturally beautiful» - a claim with substance

Blatten-Belalp impresses with its pure nature, its high alpine character, a rustic village center and an overall experience that appeals to many Valais locals and nature enthusiasts. The destination is aimed at anyone looking for a varied vacation experience off the beaten track and off the beaten tourist track. The «beautiful Alp» reveals its true character quietly and sustainably, without drawing attention to itself loudly. The brand positioning is therefore condensed into the new claim «Naturally beautiful.»

The services on offer were also reviewed in terms of their relevance and defined more broadly in line with the new positioning as a year-round destination. Together, the lighthouse offers were identified and new tourism offers and formats were developed along the newly defined pillars.

Striking elements for a unique appearance

The striking logo with the characteristic Belalp black-necked goats remains untouched - with its retro flair, it appears authentic and coherent. The imagery has been deliberately chosen to be warm and close to nature, creating an independent effect. In contrast, the dominant typography plays a key role in shaping the destination's appearance. The result is a consistent design system consisting of various building blocks: a clearly structured layout for all core applications. The new typographic concept underlines the self-confident positioning, is easy to read and works for all applications.

For the communication, TBS Marken Partner developed a clear design system for three levels: Offer communication, information about the destination and signaling. When implementing the branding guidelines and templates, the main focus was on ease of use. The new CD system is comprehensively documented in a brand manual and all core applications are clearly defined.

Blatten-Belalp rebranding rewarded with an award

The realignment has already received its first recognition: Blatten-Belalp took first place in the «Small & Fine» category at the Blick Winter Awards 2025/2026. A total of 68 destinations in six categories were up for election; 64,000 users voted.

Further information on the Blatten-Belalp destination can be found at https://www.belalp.ch available.

Responsible at TBS Marken Partner: Martin Frank, Author