mkk – meine krankenkasse / healthcare / Brand Relaunch /
Visual language / corporate design / REBRANDING LAUNCH
VIDEO / GENERATION Z / AUTHENTICITY / German Brand Award 2024

Naming development
Logo development
Corporate design
Brand movie
Image campaign

BKK VBU becomes mkk – meine krankenkasse:
30 years after its foundation, the health insurance provider strategically repositions itself. The objective
is a younger, future-ready brand that makes
individual and straightforward healthcare visible.

Digital relevance, diversity, authenticity and flexibility shape the new identity. mkk positions itself as a health insurance brand younger target groups can identify with — recognised with the German Brand Award.

The brand development deliberately breaks with familiar conventions of healthcare communication. Name, logo, corporate design, colour system
and visual language create an identity that feels approachable, accessible and contemporary, without losing trust or quality.

Part of NORDISK Brand Design
Brand Relaunch · Corporate Design · Naming · Visual Language