Brack.Alltron wins German Design Award: Award for excellent brand management

Brack.Alltron was honored at this year's German Design Award as the winner in the «Excellent Communications Design – Corporate Identity» category for the most comprehensive rebranding in the company's history.

Editorial - December 10, 2025

"We are delighted for three reasons," says Chief Marketing & Communications Officer Roman Reichelt. Firstly, the award is an accolade for the consistency and customer focus in the modernization of the brands, and secondly, appreciation for the enormous efforts of the employees. "And thirdly," says Reichelt, "the jury recognizes that we have contributed to the company's success with effects in traffic, new customers and general brand appeal."

With the further development of the umbrella brand "Brack.Alltron" (formerly: "Competec"), the subsidiary brands "Alltron", "Brack Business" and the main B2C brand "Brack" were consistently modernized for a younger, broader customer base throughout Switzerland. The award recognizes the striking realignment of the B2C store Brack.ch to "Brack", including the new claim "Unpack what's inside you". Hundreds of touchpoints were not only repainted, but also rethought. This includes the millions of shipping parcels, which are not only the main point of contact with customers, but are now even more central to the brand claim. After decades of the brown anonymity of these parcels, the "Bräckli" are now adorned with unmistakable design elements - and they provide information on the sustainability of this type of packaging in the brand style.

Brack.Alltron wins German Design Award: Award for excellent brand management

Brack.Alltron was honored at this year's German Design Award as the winner in the «Excellent Communications Design – Corporate Identity» category for the most comprehensive rebranding in the company's history.

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