fraenk Rebranding
1. Project Background and Strategy
Five years after launch, fraenk refreshed its brand to expand its reach and strengthen its market influence while preserving its existing strengths.
- Background: The overall brand was refined to support further expansion and create a stronger presence in the market.
- Core story: The brand’s identity and character were clarified around the central idea of “mobile service simple enough to recommend” (Empfehlenswert einfacher Mobilfunk).
2. Design Refresh
The core of the existing design evolved into a clearer and more vibrant visual language.
- Visual identity: Familiar brand elements were retained while distinctiveness and energy were strengthened.
- Typography and color: The signature ‘fraenk yellow’ became a bold primary color, supported by a new wordmark and typeface designed to express the brand’s character.
- Illustration style: The previous rigid, geometric icons were replaced with organic line doodles that add humor, warmth, and approachability.
3. Relaunch Results and Impact
Following the relaunch, brand perception and recommendation intent improved, while a scalable brand system was established for use across multiple channels.
- Perceived brand value: Perceived brand value improved by more than 30% among the target audience aged 18–50.
- Recommendation intent: The brand’s recommendation rate increased to more than twice its previous level.
- Asset system: More than 350 brand assets were created for television, out-of-home advertising, social media, and other channels.
