Chapter opener
Why the reset — and what changed.
The year opens with a fundamental repositioning of the company. Reewild becomes Vela — a new name, a new identity, a new tone of voice, and a rebuilt consumer app in market alongside ~50 aspirational rewards.
The rebrand is not cosmetic. It reflects an evolution in what Vela actually is: from an early sustainability-tinted rewards app into a scalable loyalty platform built to reward the healthier, more considered choices people already make. Everything we're building against for the rest of 2026 — the enterprise Pulse rollout, the planned Nestlé activation, the first Mastercard-introduced issuer pilots, and the extension into health & beauty — will sit on top of this reset.
The point of view
The insight the rebrand is built on.
Consumers are redefining value. They want to feel healthier, make conscious choices, and enjoy life in ways that feel aligned with who they are. But the systems around them haven't evolved. Most rewards still recognise spending. Wellness still rewards perfection. Sustainability often asks people to give more without giving anything back.
The result is a gap. Better choices feel good — but they don't go anywhere.
Our point of view
Make good choices feel even better.
Traditional loyalty programmes reward transactions. Vela rewards progress — turning better choices into tangible, meaningful life upgrades. The mechanic stays familiar. What changes is what the platform recognises, and what it gives back.
The five pillars
How better choices turn into better ways to live.
Vela's pillars reflect the natural upsides of living well — and how the platform extends them. Each pillar starts with a benefit people already feel, and then takes it further through rewards worth having.
01
Feel better, day to day
Better choices around food, movement and balance already help people feel healthier and more energised. Vela makes that everyday feeling last longer.
02
Do more of what you enjoy
When people feel better, they naturally want to enjoy life more. Vela turns better choices into moments, culture and experiences worth saying yes to.
03
Get away, more often
Breaks create perspective, space and renewal — but they're often the first thing people cut back on. Vela helps everyday choices unlock time away that feels earned.
04
Buy things you feel good about
Thoughtful, sustainable and circular purchases already feel more aligned and intentional. Vela extends that good feeling into rewards that make those choices go further.
05
Move forward, thoughtfully
Some decisions shape the next chapter of life — from home upgrades to buying an EV. Vela recognises those moments and helps make progress feel achievable.
What actually shipped
The reset in market.
The rebrand isn't a slide. It's the platform readers now touch — new brand system, new consumer surface, and the reward architecture that carries the rest of the year.
New brand
Full system
New name, logo, colour system, typography and tone of voice. Consistent surface across the app, web and comms.
Rewards catalogue
~50 new
Aspirational lifestyle rewards launched in market — travel, culture, wellbeing, food and drink — replacing the earlier sustainability-only reward pool.
Consumer app
Rebuilt
New consumer app build. New home, redesigned reward discovery, updated tier and progression mechanics, refreshed identity throughout.
Foundation for 2026
Reset
The platform other H1 releases sit on top of — Pulse, Nestlé, the issuer pilots, the H&B category, and the August growth loop.
Brand in the wild
The line, out of the deck and into the street.
"Make good choices feel even better" — the line, running as it would on billboards and bus stops. Pulled from the brand applications section of the rebrand deck.
Billboard and bus-stop mockups · rebrand deck, brand applications.
"Turn everyday choices into rewards that feel earned." The reward partner set — Uber, Airbnb, Forest, Ocean Bottle, The White Company, Octopus Energy, Uber Eats, Rituals, and more.
