A fresh start for f.re.e
Challenge
Bavaria’s largest leisure and travel fair was due for a fresh new look – more emotional, modern, and versatile. The previous visual identity no longer reflected the vibrant spirit of discovery that defines f.re.e: while the logo and iconic orange remained strong brand elements, the overall design felt static and uninviting. The goal was to create a visual identity that clearly structures the five themed worlds, provides orientation, and transforms the trade fair experience into an inspiring, emotional journey – full of curiosity, diversity, and lasting impressions.
A design system that unites
Solution
The new brand identity of f.re.e places the emotional experience of leisure and travel at its core – inspired by the trend of scrapbooking. The result is a flexible, modular design system that stages the fair as a visual journey: vibrant, personal, and full of memories. Five color-coded themed worlds – from outdoor and water sports to camping – structure the offering. Tape, scribbles, and torn edges create a collage aesthetic, while angled headlines convey direction and dynamism.
The new look has been consistently implemented across all channels: from social media and out-of-home advertising to print media and exhibition spaces. Sepia tones for people and duotone effects for products add visual depth and recognition. The visual language acts as an emotional compass, making the fair’s wide spectrum intuitively accessible.
The result is a distinctive brand world that presents f.re.e as a lively adventure – modern, inspiring, and approachable. The new design not only strengthens the emotional connection with the target audience but also improves visitor guidance on-site and increases attention and interaction across digital media.
