Today, countries and regions are in fierce competition for the business of tourists and consumers. Together with MetaDesign, South Tyrol has embraced this new challenge. In a unique project in Europe, the two partners created a powerful joint umbrella brand that pools regional strengths and exploits synergies. Never before has a brand brought together a region, its tourism industry and numerous agricultural and commercial products under a single roof.

MetaDesign laid the foundations for the new umbrella brand in collaboration with representatives of the regional government, the most important agricultural sectors and Südtirol Marketing Gesellschaft (SMG). This brand had to satisfy diverse user needs and enable agricultural products to communicate consistently while complying with the strict regulations in EU directives.

Awards: iF Award, ReBrand Merit, nominee for the Design Award of the Federal Republic of Germany, Best Exhibitor ITB 2006.