Jung von Matt/brand identity implements modern brand identity for Reka
"With Reka, there's more in it" - the Swiss travel fund has stood for this promise for over 90 years. The cult institution's new brand identity shows what this "more" is all about and how it presents itself in a contemporary way. Jung von Matt/brand identity developed the new brand strategy, positioning and brand design.
In 1939, the Swiss Travel Fund Reka was founded as a non-profit cooperative to make vacations and leisure time possible for everyone. Remaining true to this spirit, Reka has developed into a modern non-profit company. With Reka Money, the company offers Switzerland's most popular fringe benefits in the form of discounted means of payment, such as the Reka Card. With Reka vacations, Reka is a modern travel provider for the general public and the second-largest provider of vacation apartments.
Reka creates more value for people
Reka's contribution to the common good has always been the implicit guiding principle of the company's actions, but not explicitly formulated as a brand purpose. Particularly against the backdrop of a rapidly changing society and new value expectations, it was important for Reka to sharpen its positioning and make its self-image tangible in its appearance and communication. The focus is on communicating the social contribution that the brand makes.
Lively and fresh
The profiles of the business areas were sharpened and the nomenclature and corporate design were completely revised. The new look gives Reka a fresh, personal and open-minded appearance.
The modernization runs through the entire design: the word mark has been translated into a contemporary design language and picks up on the basic colors red and blue. In addition, the brand colors have been refreshed and expanded and the imagery has been supplemented with an image style characteristic of Reka. Illustrations tell the visual stories and leave room for interpretation and meaning. The specially developed illustration style is used at every point of the brand experience.
With the new website, not only have the communication options become more flexible and narratively more interesting, but both business areas (Reka Money and Reka Holidays) now have the opportunity to convey their themes more individually.
Web presence with a new design
Based on the new design, Jung von Matt/Tech has completely redesigned the Reka website to take the brand into the future, also in terms of the customer journey. Reka's new website has been active since Tuesday, contains many new functions and is constantly being expanded. For example, the new booking platform for vacations and digital onboarding for employers will be added in the coming months.
Responsible at Reka: Karin Hausammann (Head of Marketing & Communication Reka). Responsible at Jung von Matt/brand identity: Christina Widmann (overall responsibility for Corporate Design); Dr. Thomas Deigendesch (overall responsibility for Strategy & Consulting).
