In the highly specialized world of laboratory diagnostics, trust and precision are crucial. The allink website relaunch for the medical laboratories Analytica and Genetica demonstrates how these core values are evident not only in the test tube but also in the digital space. At the heart of the project is a strategy that combines human connection with technological excellence.

As independent, physician-led, third-generation family businesses, Analytica and Genetica have stood for consistency and reliability for decades. Allink’s task was to translate this deeply rooted culture into a contemporary digital experience that goes far beyond the mere functional conveyance of information.

Employer Branding Through Authentic Insights

At the heart of the relaunch is a comprehensively revamped visual identity that showcases employees from both companies in their real-world work environments. This focus on authentic employer branding highlights the people behind the diagnostic devices and builds a lasting foundation of trust for both patients and healthcare professionals. At the same time, this personal approach strengthens internal identification, turning employees into key brand ambassadors.

«Labor Sans» and an optimized UX for the allink website relaunch

To visually reinforce the laboratories’ scientific accuracy, allink implemented the custom-designed corporate typeface Labor Sans. The distinctive typeface exudes clarity and modernity, striking a harmonious balance between human warmth and technological precision. The fundamentally optimized information architecture and user experience also enable users to navigate efficiently through complex medical topics. As a result, the new websites are far more than just a digital business card; they are functional tools.

«With our new website, it was important to us that it not only showcase our medical expertise but also reflect who we are as a family-owned business. allink did an excellent job of bringing these two aspects together.»
Nina Genoni-Isler, CEO of Analytica.

Person in charge at Analytica: Nina Genoni-Isler, Andrea Isler, Gaetano Genoni, Marc Mosimann, Sarah Erni, Sascha Herold; Contact person at allink: Davide Rossetto (Design Director), Florin Schweizer (Brand Marketing Consultant), Serafina Bründler (Brand & Online Marketing Trainee), Gretta Bott (Senior Copywriter), Alban Bochsler (Technical Director), Nicolai Spicher (Senior Digital Designer), Simon Zangger (Photo & Film Director), Mitch Hottinger (Photo & Film Producer), David Zangger, Fabian Schiltknecht (Overall Responsibility)

Preserving Values, Modernizing Approaches

The goal was not to reinvent SLKK, but to make its proven foundation fit for the future. The strategic goal of the rebranding was: more digital, more focused, and closer. To visually convey a tangible sense of person-to-person closeness, we developed a completely new, authentic visual identity. This identity highlights the personality of the well-coordinated team as well as its closeness to policyholders, demonstrating that a small health insurance company wins people over precisely because of its personalized care.

A fully optimized customer experience

The new website is the centerpiece of the modernized online presence and serves as a central digital touchpoint. It features a clean, uncluttered design and, thanks to improved navigation, offers quick access to services, offerings, and information. Online forms and appointment scheduling tools are now easy to use and available at any time. Thanks to comprehensive mobile optimization, these services work seamlessly on smartphones, tablets, or desktops. Complemented by a modernized tagline and clear, understandable language, the new brand identity demonstrates that consistency and digital progress complement each other perfectly. SLKK is successfully keeping pace with the times while remaining exactly what it has always been for its policyholders: a reliable partner on equal footing.

Responsible at Allink: David Zangger (Creative Director, Partner), Davide Rossetto (Design Director), Alban Bochsler (Technical Director), Nicolai Spicher (Senior Digital Designer), Simon Zangger (Photo & Film Director), Mitch Hottinger (Photo & Film Producer), Roger Krage (Senior Copywriter), Florin Schweizer (Brand Marketing Consultant), Livia Küpfert (Brand Consultant) Partner: Photographer Nico Schaerer Hair & Makeup: Nicola Fischer Modeling Agency: Streetcasting.ch Contact person at SLKK: Patricia Gastaldo (Deputy Director, Head of Finance), Carina Seconi (Head of Marketing)

Since 1983, Robotec has been synonymous with robot-assisted automation in Swiss SMEs. More than 40 years after its founding, the Zurich-based branding agency allink has fundamentally revamped Robotec’s brand identity—with the goal of highlighting its digital expertise and positioning the company as an attractive employer brand. The result is a cohesive visual system that bridges technology and people.

Greater visibility for the Robotec brand

Digitalization and automation have been at the core of Robotec since its founding. However, as an industry pioneer and market leader, the company’s brand identity was more than 20 years old. allink was commissioned to modernize it so that it could keep pace with the innovative spirit of the company’s engineers, mechanics, and software specialists. The new brand identity is designed to communicate the company’s digital expertise quickly and clearly. In addition, the three disciplines—engineering, software, and mechanics—were to be united under one umbrella to position the company as a true «lovebrand» in the competition for skilled talent.

Robotic Arm as a Design Element

To bring Robotec’s innovative spirit to life, allink translated Robotec’s technological DNA into a precise design. The goal was to create a brand identity that functions as simply and effectively as Robotec’s solutions themselves. The new design grid and soft lines were derived directly from the design language of the robotic arms. The new logo, featuring a distinctive icon, can be placed directly on the robotic arm and, according to allink, ensures maximum visibility during operation. The custom-developed typeface «Robotec Sans» also ensures high brand recognition across all channels. The website was also developed in accordance with best practices to bring the company’s digital identity to life.

Expertise with a Face – Employer Branding as a Core Element

In addition to technological leadership, employer branding was a central element of the new brand identity. The focus was on showcasing the people behind Robotec’s achievements. To this end, allink developed a visual identity that celebrates the employees as the true heart of the company. In the case studies, the projects are now directly linked to the faces of the experts. According to the press release, this builds trust and fosters a sense of identification. Whether on smartphones, work uniforms, or company vehicles—the new brand identity is designed to showcase the team’s pride and position Robotec as a modern, attractive employer brand.

More information about the company and its solutions is available on its website: https://robotec.swiss/

Contact at Robotec: Nick Koch (CEO), Marc Wöltinger (Head of Marketing and Communications). Contact person at allink: David Zangger (Creative Director, Partner), Davide Rossetto (Design Director), Jonas Koutrios (Brand Designer), Alban Bochsler (Technical Director), Nicolai Spicher (Senior Digital Designer), Simon Zangger (Photo & Film Director), Mitch Hottinger (Photo & Film Producer), Selma Caglayan (Senior Brand Consultant).

Dieline Awards allink: Bronze for timelessly elegant packaging

The Dieline Awards are considered one of the world’s most prestigious awards in packaging design—they are sometimes referred to as the «Cannes Lions» of the industry. At this year’s awards show in New York, the Zurich-based branding and design agency allink was awarded third place in the Body Care category for its packaging design for the Zurich-based beauty startup Ghilli. With this recognition, the Dieline Awards have given allink the international platform that the project deserves.

Riviera Aesthetics in the Beauty Sector

The award-winning design deliberately stands out from the beauty segment, which is otherwise often minimalist in style. With a timelessly elegant Riviera aesthetic—characterized by sun-bleached terracotta tones, a golden seal, and cursive lettering—the packaging conveys the handcrafted quality of Ghilli Beauty Bars. According to the press release, the design is intended to evoke Mediterranean associations and bring back memories of past vacations.

Sustainability from the soap to the packaging

Not only does the design reflect the current zeitgeist visually, but Ghilli also completely avoids the use of plastic—from the soap itself to the packaging. The goal is for personal care to be not only soothing but also sustainable. The Dieline Awards recognize outstanding innovations at the intersection of aesthetics and sustainability—criteria that, according to allink, Ghilli’s packaging fulfills to a particularly high degree.

In-person award ceremony in New York

At the awards show in New York, Creative Director Christoph Schlatter accepted the award in person on behalf of the entire allink team. In addition to the trophy, he found the close exchange with the industry’s leading minds from around the world to be particularly valuable: Discussions about trends and the future of packaging design provided new inspiration and perspectives, according to the press release.

For more information about allink's work, visit https://www.allink.ch to find.

Contact person at allink: Christoph Schlatter, Creative Director

Sponser has been the Swiss market leader in the field of sports nutrition for almost 40 years. Top athletes and amateur athletes alike rely on it to achieve top performance: The scientifically designed products are unbeaten in terms of functionality and tolerability and impress sports enthusiasts with their top quality. However, the market is changing and sports nutrition has long since entered the lifestyle sector: Where functionality used to be enough, today the effect at the point of sale is more important than ever.

With this development in mind, Allink designed and implemented a comprehensive product relaunch for the entire Sponser range. The iconic Sponser S takes center stage as a strong trademark and connects all 250 products. The newly designed color categorization guarantees intuitive and quick orientation within the product segments of strength, endurance, regeneration and lifestyle. The brand claim «tested, trusted, proven» and the Swiss cross bring the brand promise to the fore as a seal of quality.

Sponser's technical excellence can be experienced both haptically and visually thanks to the elegant packaging finish. Sponser is also leading the way at the POS: bulky plastic cans are increasingly giving way to space-saving pouches with optimum facing. The evolutionary redesign of Allink further sets Sponser apart from the competition. It strengthens brand recognition and creates maximum shelf impact that appeals to both Olympic champions and fitness influencers.

«Allink has managed to translate Sponser's sporty DNA into modern packaging. The clear, strong concept is convincing and can be implemented across the entire range,» says Remo Jutzeler van Wijlen, Head of Research and Development at Sponser.

Responsible at Allink: Christoph Schlatter (Creative Director, Partner), Roger Lang (Design Director), Martina Kellenberger (Senior Brand Designer), Frederic Proyer (Desktop Publisher), Beni Vögele (Graphic Designer), Selma Caglayan (Senior Brand Consultant), Cloe Keller (Trainee Brand Consultant). Responsible at Sponser: Remo Jutzeler (Project Manager), Dominik Krattiger (Art Director), Mike Honegger (Sales Manager).

Mettler has been supporting Swiss catering businesses for over 20 years and has established itself as one of the most important players in the industry. The previous brand image could only do justice to this position in the market to a limited extent. With the rebranding, the focus was to be expanded from pure technology to a partnership-based collaboration. There was also a desire for a brand identity that employees would be proud of.

New claim emphasizes partnership

As part of the rebranding, the previous addition "Gastrotechnik AG" was replaced by the new claim "Your partner for gastro kitchens". This emphasizes the close cooperation that goes far beyond the technical equipment. This closeness runs consistently through all communication elements: from the language and imagery to the new domain mettler-chuchi.chwhich succinctly sums up the brand identity and authentically conveys Swissness.

Kitchen aesthetics meet human stories

As part of the rebranding, a new wordmark was created: a hand-drawn lettering whose "M" is transformed into a logo through manipulation in three-dimensional space. The modular structure and sharp angles of the design are reminiscent of precise kitchen plans - clear, functional and precise. An elegant and timeless aesthetic is reflected in the silver and gray tones, echoing the atmosphere of catering kitchens.

The imagery deliberately focuses not on the kitchens themselves, but on the people who work in them. Gastro kitchens become a stage for restaurateurs and their individual stories. These personal stories are told on the redesigned website and disseminated as part of brand marketing via social media and newsletters.

Responsible at Allink: David Zangger (Creative Director, Partner), Selma Caglayan (Senior Brand Consultant), Davide Rossetto (Design Director), Florin Schweizer (Brand Marketing Consultant), Simon Zangger (Photo & Film Director), Mitch Hottinger (Photo & Film Producer), Manolo Breton (Photography Apprentice), Marko Minic (Developer), Nicolai Spicher (Digital Designer). Responsible at Mettler: René Mettler (Managing Director, Head of Sales, Consulting, Planning, Projects), René Gisler (Head of Processing), Joy Martin Springbrunn (Consulting, Sales), Renate Wonneberger (Internal Sales).

What does the path to a creative profession look like? The preliminary course is an important bridge between compulsory schooling and the creative industry. The First Floor Design Academy has been supporting young creatives in this crucial first step for over 18 years. Now the training center has a new look and a new website from the Zurich agency Allink.

First Floor becomes First Floor Design Academy

The new appearance builds on proven strengths: On the Website black becomes the powerful basis, breaking the industry codes of school websites. In addition to the color scheme, the playful typography serves as a striking branding element and demonstrates the creative use of words and fonts.

"After 18 years on the market and many graduates who we have successfully guided into the design industry, Allink is giving our brand a fresh look with a rebranding and the new website," says Gregor Rott, Head of School at the First Floor Design Academy.

The strategic positioning was also sharpened in parallel with the website: the Academy sees itself as a place where creativity is encouraged in an informal atmosphere - by lecturers from the professional world. First Floor" has become "First Floor Design Academy" - a new name that places an even stronger focus on expertise and professional proximity. In addition to the new name, this practical orientation is also reflected in the expanded range of courses.

Practical training with a taster offer

For the first time, a comprehensive taster program allows interested parties to take a look at various design professions before registering for a preliminary course and find the right profession for them. Real projects and the expertise of industry professionals give prospective designers a realistic insight into their desired profession. The First Floor Design Academy thus offers authentic and unique insights into professional practice and shares its expertise directly with the next generation. Allink supported First Floor in this strategic orientation and makes the increased practical orientation digitally tangible in the new website concept with FAQ subpages.

Responsible at Allink: David Zangger (Creative Director, Partner), Andrea Menzi (Brand Consultant), Jonas Koutrios (Senior Designer), Marko Minic (Developer), Nicolai Spicher (Digital Designer), Johanna Senn (Copywriter). Responsible at First Floor Design Academy: Benno Gut and Gregor Rott (school management).

What began in 2005 as a joint project between three childhood friends is now an interdisciplinary team of around 30 specialists who design, position and bring brands to life. With enthusiasm, understanding and creativity, Allink writes success stories for Swiss customers.

Allink supports companies throughout the entire brand management process, focusing on four disciplines: Brand Design, Packaging Design, Brand Websites and Brand Marketing. Clients such as Migros, Lidl, Ramseier, Schreiner48 and LUMA Delikatessen rely on the agency's expertise.

Fabian Schiltknecht, Managing Director of Allink, is delighted to be included in the LSA: "The Allink team has been shaping the brands and communications of well-known Swiss companies for 20 years. We are proud to now be one of the Leading Swiss Agencies and look forward to shaping the future of our industry together with the other LSA agencies."

What if the business model could be easily scaled - provided that enough suitable specialists could be found? For Schreiner48, the answer was clear: consistently focus communication on potential employees. The branding agency Allink, which has been supporting the company for years, developed the website with a focus on employer branding.

While the services have been streamlined and the page structure simplified, the career and team pages have taken center stage. Prominently positioned, the most frequented page, "Team", now serves as a content hub for personal employee portraits, stories and vacancies. Authentic video testimonials provide an insight into the everyday lives of the customer carpenters and their teams at the individual locations.

Career instead of customers at the center

"The majority of people who visit our website are professional colleagues - we want to pick them up. The new content structure consistently takes this into account," says David Hauser, Co-CEO at Schreiner48. The aim is to address not only the best, but also the most suitable applicants. A gamified Job check conveys the company culture and serves as an icebreaker for establishing contact.

Allink had already worked with Schreiner48 to sharpen the brand identity and give it a new visual identity during the rebranding in 2018. Since then, the signal colors orange, black and white have characterized the striking appearance - from the rolling workshop buses to the digital presence. This should not only strengthen recognition within the industry, but also employee identification. With the current further development, this path is now being resolutely continued.

Responsible at AllinkAlban Bochsler (Technical Director), Marko Minic (Developer), Nicolai Spicher (Senior Digital Designer), Nora Pfund (Online Marketing Manager), Sarah Eicher (Senior Copywriter), Florin Schweizer (Copywriter), Jonas Koutrios (Senior Designer), Simon Zangger (Photo & Film Director), Mitch Hottinger (Photo & Film Producer), Livia Küpfert (Brand Consultant), David Zangger (Creative Director, Partner); Responsible at Schreiner48David Hauser (Co-CEO), Alex Angerer (Co-CEO)

Swiss origin is a key decision criterion when buying food. Lidl Switzerland generates more than half of its sales with food from local production. In order to make the Swiss origin more visible, Allink has worked with Lidl Switzerland to "Qualité Suisse" a cross-divisional product range brand that brings Swissness to the shelf.

Largest line in the range

Around 500 products will be available under "Qualité Suisse" by the end of the year - making the new line the largest in Lidl Switzerland's range. Allink supported Lidl in the strategic development of the brand and is responsible for the design implementation of all articles. "From conception to implementation, Allink supported us as a partner with a sound understanding of the Swiss market," says Yvonne Kringel, Department Manager Branding and Packaging at Lidl Switzerland.

Swissness as a need

"Qualité Suisse" unites existing own brands such as Milbona (dairy products), Fromani (cheese), Maestade (sausage products) and Bonvalle (fresh meat) under one brand. The uniform design is intended to make the Swiss origin directly visible on the packaging: A red heart with a Swiss cross forms the central design element - and also communicates visually that the food comes from local production.

"Swissness is not a trend - it is a deeply rooted need. With Qualité Suisse, we have translated this need into a brand identity with a clear promise and independent design language," says Christoph Schlatter, Creative Director at Allink. The name "Qualité Suisse" is simple, catchy and works in all national languages. The design strengthens the brand promise and conveys values such as trust, solidarity and quality.

Responsible at Lidl Switzerland: Yvonne Kringel (Branding and Packaging), Nathalie Forrer (Marketing). Responsible at Allink: Christoph Schlatter (Creative Director, Partner), Roger Lang (Design Director), Martina Kellenberger (Senior Brand Designer), Angela Hofstetter (Senior Brand Designer), Jesse Rinderknecht (Junior Brand Designer), Bernhard Vögele (Graphic Designer), Andrea Menzi (Brand Consultant), Florin Schweizer (Brand Marketing Consultant), Johanna Senn (Copywriter), Edith Kaiser (Image Editing), Martin and Linda Hemmi (Food Photography).

Full concentration when your head would rather go into snooze mode? Ennio Kubli, Leon Bossard and Ljam Oehninger developed the matcha chewing gum "Chew Up" during their time at secondary school as a practical and natural solution for more energy in everyday life. After their successful appearance on "Höhle der Löwen" - they were the youngest participants in the show's history - they needed a strong performance to gain a foothold in the functional food market.

Chew Up brought Allink on board for this. The Zurich-based agency has created a striking design that emphasizes the natural benefits of Matcha and strikes a chord with a young target group. The focus is on the packaging design, which picks up on current food trends and deliberately breaks with the classic conventions of the chewing gum segment. The bold typography sets "Chew Up" apart from its competitors. Stylized leaf illustrations and fresh shades of green convey the invigorating properties of the natural energy boost.

Allink developed a customized brand image and communication concept to match the branding and packaging design. The strong visual identity is intended to appeal to the lifestyle of a young, active target group. This gives the start-up the tools it needs to position itself in the market and establish itself as a brand.

Responsible at Energetic Innovations: Ennio Kubli, Leon Bossard, Ljam Oehninger. Responsible at Allink: Christoph Schlatter (Creative Director, Partner), Jonas Koutrios (Senior Designer), Simon Zangger (Photo & Film Director), Manolo Breton (Photography Apprentice).

HR Campus, a provider of comprehensive HR services, has been working with Allink since 2017. A simple marketing inquiry turned into a strategic transformation process. Eight years later, the next brand evolution was due.

The organically grown range of products and services called for a presence that radiates digital expertise without losing its approachability and appeal. With the Website relaunch the digital experience of the HR Campus brand is to be strengthened. The new platform has a clear offer structure, an intuitive user experience and targeted SEO optimization to generate relevant leads.

The company's own employer branding also plays a central role. An authentic visual world with team members instead of models as well as personal specialist articles are intended to make the company tangible for customers and potential employees. The claim "Happy Employee, happy Company." developed by Allink in 2017 is given an even more prominent place. CEO Moritz Marti is convinced that the company's growth has also been made possible thanks to the rebranding in 2017. "The current brand evolution ensures that HR Campus will continue to live up to its role as an opinion leader and leading HR service provider in the future."

Effective implementation on all channels

The brand evolution is also reflected visually. The specially developed brand font "Campus Sans" ensures an open and accessible typeface on all applications. Handwritten elements and illustrations have been simplified and animated to meet digital requirements. The imagery relies on natural light and strong contrasts, while the striking HR Campus yellow remains as a unifying element.

The internal HR Campus marketing team implemented various communication measures based on the concept developed by Allink. "I'm proud of our team, which applied the new image to all channels with great commitment and flair. The close collaboration with Allink makes it easy for us to communicate the HR Campus brand to the outside world," says Patricia Zingg, overall project manager. "A rebranding only unfolds its full effect when it is applied and we are looking forward to the road ahead," adds Christina Flückiger, Head of Marketing and Communication at HR Campus.

Responsible at HR Campus: Patricia Zingg (overall responsibility for brand evolution and website relaunch), Anja Buser (core project team and content development), Fabio Müller (core project team and strategic design responsibility), Jessica Lujber (brand evolution designer), Julie Gall, Melanie Truninger (web publisher and linguistic adaptations), Vanessa Bird (web publisher and photos), Simone Burgener and Daniel Burgener (HR Campus management), Christina Flückiger (Head of Marketing and Communication). Responsible at Allink: Roger Lang (Design Director), Jesse Rinderknecht (Junior Brand Designer), Marc Wöltinger (Strategy & Content Director), Florin Schweizer (Brand Marketing Consultant), Nicolai Spicher (Senior Digital Designer), Alban Bochsler (Technical Director), Simon Zangger (Photo & Film Director), Mitch Hottinger (Photo & Film Producer), Christoph Schlatter, David Zangger, Fabian Schiltknecht (overall responsibility), Davide Rossetto (Brand Font), Meili & Hess (SEO & Google Ads).