Berliner Luft aimed to strengthen its presence in the digital space and connect with a younger audience. The goal was to develop a distinctive design language that, through co-creation and the influence of Berlin’s subcultures, reflects the city’s diversity and creative spirit.

At the core of the campaign are the self-produced Berliner Luft soundtracks and a dynamic campaign logo that adapts to occasions, partnerships, and trends without compromising the brand’s identity. This creates a flexible and vibrant visual system that presents Berliner Luft in a contemporary and authentic way.

A long-term content plan ensures consistent posts and stories tailored to each platform. Through co-creation and community submissions, the brand stays dynamic, relevant, and closely connected to its audience.