This project summed up the nature of branding: the challenge of making something abstract into a lived and memorable experience. These materials, created for the 2018 edition of the annual Brecht festival ‘Svendborg days with Brecht’, introduced teenagers and young adults to the work of the famous poet, playwright and thinker under the theme ‘Das Güte‘ (‘The Good’), engaging them to question what it means to be a good or bad person.

All materials were designed with playful typography and colourful elements with a handmade look and feel. Printed collateral included programs, custom paper coffee cups and water bottle labels. The advertising campaign included large printed banners and posters as well as digital ads in various formats appearing in buses and train stations.

So, good or bad? We have our answer, but we will let you see for yourself... Have a look around, and have a good ol' think while you're at it.

Design & Art Direction
Print Collateral
Digital Collateral
Apparel

Branding with Brecht: Making the abstract more tangible for young teens 

days with brecht