Hannes Drensler
Creative Director
In their own words
When everyone in the discount segment sounds the same, the brand with character wins.
Our main goal was to encourage word-of-mouth recommendations based on people’s connection to the brand, not on price.
We want people to love fraenk.
We wanted to make technical topics feel fun and interesting. The most important rule: it has to be fun.
When everyone in the discount segment sounds the same, the brand with character wins.
Our main goal was to encourage word-of-mouth recommendations based on people’s connection to the brand, not on price.
We want people to love fraenk.
We wanted to make technical topics feel fun and interesting.
The most important rule: it has to be fun.
Articles & interviews2
- Make Studio proves discount brands can lead with design through fraenk
Hamburg-based Make Studio refreshed Deutsche Telekom's app-only mobile tariff fraenk, evolving its understated identity into a warmer and more distinctive system called “spectacularly simple.” The rebrand centres on a strengthened æ ligature, a customised version of Displaay’s Greed typeface, yellow-led communications and playful technical doodles by Ronja Overländer. The work reportedly increased brand perception by more than 30% among aware 18-to-50-year-olds and more than doubled willingness to recommend the service.
- StudioDBD Captures Ashton’s Real Story Beyond the Media Frenzy
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.