Klook unveils new logo and brand purpose which was two years in the making

Klook has unveiled a new brand identity with a logo and brand purpose refresh. With the new brand purpose "To inspire and enable more moments of joy", Klook will now have a new icon, wordmark, typography, colours, and illustrations.

Named "Joysplash", Klook’s new icon is said to be a “manifestation of Klook's renewed brand purpose, colourful spirit, and zest for life”. The energetic colours used will represent Klook's “diverse and vibrant global customer base who constantly seek out rich, vivid, and joyful experiences to satiate their wanderlust”, said the firm.

The new brand identity, which was in the works for almost two years, was created in partnership with global brand agency Superunion, and invites people to “experience everything with optimism, joyfulness, and enthusiasm”, said the company.  According to Marcus Yong, vice president, global marketing, Klook, the new brand has been tested against several criteria like distinctiveness, timelessness, simplicity and visibility. Various colour palette combinations were also tested to ensure the new brand identity resonated with customers and best expressed the concept of joy.

When asked what led to the refresh, Yong shared that the pandemic caused impulse to travel disappeared almost overnight.  As the world remained grounded, people craved new sights, sounds, smells, and the happiness they got out of travelling. “The happiness we derive from travel had vanished during COVID, and that's what we wanted to rekindle,” he said, adding that Klook wanted to create a new identity that would best capture this expression of joy.

Beyond the new look, Klook is also creating more interactive elements for its new phase. From March 1, customers who log in to the new app will be greeted with an interactive personality test to uncover their “Joy Character” – which is essentially a personality test.

The personality test features eight unique characters, and in a bid to forge personalisation, customers who complete the test will unlock coupons uniquely tailored to them based on their personality test. These characters are based on insights from customers’ booking habits and overall travelling preferences. For example, the “Wellness Seeker” is a traveller who seeks self-care and respite for their mental well-being. They are inclined to book spas, massages, and more nature-based activities. Meanwhile, the “Adrenaline Chaser” is an individual who enjoy roller-coaster rides and anything that gets their heart racing. The “Detail Commander” appeals to travellers who like planning a detailed itinerary for every trip.

To encourage others to find their other compatible half or traveller, Klook also pairs some of the characters with others. The “Detail Commander” for example, also recommended to pair up with the “Adrenaline Chaser” to help spruce help their more predictable travel itinerary.

Klook is also introducing sensory keyword tags. Customers will soon be able to review, filter, and search for experiences with keyword tags such as "relaxing," "exhilarating," "funny," "unexpected".

Marketing plans for the year

Yong told MARKETING-INTERACTIVE in an exclusive interview that the new brand encapsulates Klook’s dedication to providing customers with the best user experience possible. This year, the company is banking on hyper-localised campaigns to help customers experience joy.

In Singapore, for example, Klook is rolling out upsized “joy packages” where customers can book experiences, stays, dining, and more with exclusive promos. It is also be launching a social campaign titled “The Gift of Joy,” where it will ask customers what brings them happiness and the company will aim to fulfill them with Klook experiences.

In Japan, Klook is holding a “Joy Festival” where customers can play games such as “Spin the Wheel” and more to redeem exclusive promo codes and enjoy 12 days of non-stop flash sales.

With the borders slowly opening and the relaxation of COVID measures emerging, Yong shares that the company is cautiously optimistic that customers will gain more confidence to book their next trip as there have already been “highly positive signs in terms of customer demand and intent”. For example, last week, Klook also created a Facebook album on Vaccinated Travel Lane test requirements that went viral, organically hitting over 3,000 shares and 250,000 users within 24 hours.

However, Yong shared that the company is aware that customers may need time to adjust and ease back into travelling after almost two years without overseas travel.  “Some may prefer a more laid-back trip before getting back into something more exciting, while others want more adrenaline-pumping activities right from the start. That's why we are also improving the way customers leave reviews so that customers can seek experiences based on what intrigues them,” said Yong.

At the end of the day, the rebrand is simply to signal a new chapter for Klook, said Yong. It expresses what Klook aspires to achieve and its road map to scaling greater heights.

“Our expertise across three key categories - play, stay and move, allows us to co-create meaningful experiences and stories for people who have missed the magic of travelling. Infusing joy into our overall customer experience. More importantly, it defines how we want to inspire and enable more moments of joy for our customers,” Yong shared.