Markenrelaunch Bayerischer Wald
Winner
Excellent Brands
Tourism and Gastronomy
Details
With its national park and two nature reserves, the Bavarian Forest is one of Germany's most impressive natural landscapes. The new brand brings this uniqueness to life visually, translating the natural and cultural landscape into clear, powerful imagery. The symbols of trees, mountains, diamonds, sun and water combine the richness of the forest, strength, homeland, joie de vivre and energy into a striking image. They stand for authenticity, hospitality and vision. The brand identity acts as an emotional anchor, telling the stories of the region and making its diversity intuitively tangible.
The Jury‘s Statement
A tourism umbrella brand for a diverse region requires more than images of nature. The relaunch of "Markenrelaunch Bayerischer Wald" ("Bavarian Forest Brand Relaunch") creates a clear foundation for this: it brings together landscape, cultural character and the travel promise in a reduced visual language and translates the guiding idea of slow travel into a robust brand system. The fact that regions, places and service providers are coherently integrated into it gives the destination orientation and a shared, distinctive profile.
