Fri by Double

Fri is a camping and outdoor expo which is held every year at the Bella Centre in Copenhagen. Local studio Double were tasked with naming them and creating a flexible identity to match.

Instead of leading with a typographic mark, Double chose to challenge themselves by creating a visual language that emphasises the power of the outdoors. The identity is based around a series of ‘frames’ which represent the view you get when you look out of your tent.

Double