We were tasked with creating the brand book.

The big idea of the new brand book was based on "Vorfreude", helping the brand communicate an intense anticipatory joy from imagining future pleasures.

I radically adjusted the tone of voice so that the brand would in the future spend more time and effort on unique benefits, authenticity, being human, and a lot less time talking about features and offers.

The imagery was also tweaked to align with the new concept and help audiences instantly feel a sense of future joy.

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