A new brand identity has been rolled out across the 26 campsites operated by Touring Club Switzerland (TCS), following a redesign led by Bern-based agency Hella Studio.
The updated visual system, which has now been implemented both online and on-site, reflects an effort to position the TCS Camping sub-brand with a more distinct identity while maintaining alignment with the broader TCS umbrella brand.
The redesign introduces a shift in the core color palette, moving from the organization’s recognizable yellow to a pine green base intended to emphasize nature-oriented values. The original yellow has been retained as an accent color, particularly in typography, to preserve brand continuity.
Alongside the color changes, the agency developed a typographic system for individual destinations and a flexible grid intended to support consistent communication across different applications.
The project follows earlier strategic groundwork carried out by TCS brand management in collaboration with Bluegray, as well as a customer journey case study conducted by Hella Studio.
Updated corporate identity and design guidelines have since been introduced for the TCS Camping sub-brand, with the aim of ensuring consistency across all customer touchpoints, including digital platforms, marketing materials, and on-site signage.
“Hella Studio has understood how the TCS umbrella brand values can be combined with the TCS Camping sub-brand,” said Michael Holzgang from TCS Camping.
“The deliberately chosen adaptations allow the TCS Camping sub-brand to be used independently and in line with the product without losing proximity to the umbrella brand. We are very much looking forward to the reaction of our camping community!”
The new identity has been applied across print materials such as posters and postcards, as well as digital channels including website content, advertising, and booking interfaces.
On-site implementation includes updated signage and wayfinding systems designed to unify the appearance of the individual locations. The rollout has been completed across all 26 campsites in Switzerland, alongside the launch of the updated website.
Additional design variations have been introduced for selected projects, including TCS Camping Laax pop-up glamping and TCS Camping Interlaken Riverlodge, where specific color adaptations and design elements have been used while remaining within the broader brand framework.
Merchandise offerings tailored to each location have also been incorporated as part of the guest experience, according to m&k.
For operators in the outdoor hospitality sector, the rebranding highlights the growing importance of aligning visual identity with evolving consumer expectations around sustainability, lifestyle positioning, and digital consistency.
The integration of a cohesive design system across physical sites and digital platforms may also serve as a reference point for multi-location operators seeking to balance brand recognition with site-level differentiation.
The completed rollout signals how established organizations are adapting their brand strategies to remain relevant in a competitive and increasingly experience-driven market.