Hamburg-based Make Studio refreshed the identity for fraenk, Deutsche Telekom’s app-only discounted mobile tariff, to increase awareness and build emotional connection beyond price. The system reframes fraenk as “spectacularly simple,” led by a strengthened æ ligature, a bespoke adaptation of Displaay’s Greed typeface, expanded yellow use, and playful illustrations by Ronja Overländer. The relaunch reportedly increased brand perception by more than 30% among people familiar with fraenk and more than doubled willingness to recommend it.
