Paul Eslage
Designer
In their own words
Being radically simple and app-first has always been fraenk’s strength. But it wasn’t enough on its own and no longer future proof as competitors began to catch up.
In the meantime, a different quality had started to define fraenk: their strong sense of community.
The logo isn’t the hero anymore. Type is.
Picture the ‘æ’ as two letters giving each other a warm hug.
Being radically simple and app-first has always been fraenk’s strength. But it wasn’t enough on its own and no longer future proof as competitors began to catch up.
In the meantime, a different quality had started to define fraenk: their strong sense of community.
The logo isn’t the hero anymore. Type is.
Picture the ‘æ’ as two letters giving each other a warm hug.
It already does the work of simplicity.
They are there to bring moments of joy into an otherwise fairly simple design.
Articles & interviews3
- 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.