Brand Presence and Design
This is how the brand becomes visible and consistently experienced
Introduction
How the brand becomes tangible – the evolution of "Lebensgefühl Austria"
The globally valid insight (authentic connections, developed with 19 markets) has emerged from the brand itself — specifically from the core value of connection. In turn, this insight feeds into the brand core “Moments full of vibrancy".
At the same time, “Moments full of vibrancy” create the unique takeaway (insight) — which, together with the entire brand model, expresses a distinct FEELING.
This sense of lifestyle is the creative translation of the insight and forms our current brand appearance. In turn, it reinforces the brand as a whole.
Lebensgefühl Austria
The Austrian lifestyle unfolds across different dimensions that shape the brand and make it tangible. The following areas illustrate how this lifestyle is expressed and brought to life in communication.
#1 Genuine connections
Austria’s Lebensgefühl isn’t just about nature, culture, or culinary delights. Afterall, they can all be found elsewhere, too. It’s the people in Austria — their warmth, their light-heartedness, and their unique perspective on the world. That’s the crucial difference. They don’t just make Austria beautiful. They make it vibrant, moving – and unmistakably Austria.
#2 Tangible vitality
It’s not the beautiful backdrop that stands in the foreground, but rather, a conscious feeling of truly taking part in everyday life, of living life to the fullest, and of feeling alive.
#3 Intens moments
It’s a feeling that remains in you and one that can only be experienced here in Austria.
We position Austria as synonymous with a unique way of life.
An emotion, a feeling, lies at the center of our communication, not a theme or a destination. And this feeling can’t be translated into any other language. Simply because it can’t be explained — it has to be experienced.
#4 Compelling experiences
Lebensgefühl is:
authentic – because we show what is really there, not just what looks nice and perfect.
emotional – because we touch people, we don’t just reach them.
bold – because we give space for new perspectives and defy expectations.
inspiring – because we awaken curiosity and a desire to discover.
charming – because we infuse everything we do with humor, integrity, and warmth.
#5 Lasting impressions
Using the Austrian vibe as both a connecting element and a flexible design system makes it easy for us to integrate partner messages. We express the Lebensgefühl, and our partners extend it to places where the feeling comes to life and can be experienced.
Brands are not what we say they are — they are what they create in people's minds.
Scott Cook, Expert in customer-centric brand management
How to Lebensgefühl
The one-pager “How to Lebensgefühl” provides a concise overview of the authentic, inspiring, and bold brand presence. It briefly outlines how Austria conveys a unique sense of lifestyle through its charming warmth and unconventional approach.
Tone of voice
Corporate Design
Austria’s “Lebensgefühl” should not just be experienced – firsthand and authentically – while on holiday, it should also be reflected in the communication design. To this end, specific design elements that capture the right “vibe”, in the literal sense of the word, are used.
Design creates identity.
Kurt Weidemann, German graphic designer and typographer