Yeas and Bike Trails in Flims Laax: «Never not flow»
The Chur-based agency Yeas has developed a new brand identity for Biketrails Flims Laax—one that is flexible, vibrant, and closely connected to the biking community. The Biketrails Flims Laax branding deliberately positions the destination apart from traditional bike brands.
Between Flow, Freestyle, and Attitude
The Chur-based advertising agency Yeas has developed a new brand identity for Biketrails Flims Laax. The Biketrails Flims Laax branding translates the destination’s ethos into design and language and deliberately positions the trail destination apart from traditional bike brands. The result is a flexible visual identity that is less of a rigid set of rules and more of an expression of a community and a way of life.
At the heart of the project is the idea of taking freestyle further—not only in terms of design but also in terms of communication. Instead of focusing on competition, intensity, and technical conventions, the new brand identity emphasizes movement, openness, and independence. The result is a visual identity that fits the bike culture of Flims Laax: intuitive, vibrant, and closely connected to the scene.
Attitude Over Rules
The new brand identity does not follow a rigid system but instead allows for creative freedom. Varied compositions, flexible applications, and free placement ensure that the identity works across a wide range of channels while retaining its unique character. The design and language follow the same principle as the trails themselves: playful, dynamic, and free-spirited. Inspiration rather than rules.
In terms of design, too, the new look is consistently inspired by the experience of riding on two wheels. Instead of aggressive, angular design elements, Biketrails Flims Laax opts for softer, rounder elements with hints of the early 2000s aesthetic—a nod to the culture and spirit of mountain biking.
Tone of Voice as Part of the Brand Identity for Biketrails Flims Laax Branding
In addition to the visual identity, Yeas also developed a distinctive tone of voice for Biketrails Flims Laax. The brand’s language is direct, confident, and in tune with the scene, without coming across as loud or contrived. Instead of touristy superlatives, the brand’s communication relies on precise statements, a clear stance, and playful phrasing. The tone is intended to be the communicative equivalent of a «perfectly shaped trail»: precise, fluid, and full of character.
A brand with a community-oriented approach
Biketrails Flims Laax sees itself not only as a tourist attraction, but as part of a biking culture that brings together community, creativity, and freestyle. The new brand identity translates this philosophy into a brand that remains flexible while also creating high brand recognition. This is fully in line with the new brand motto: «Never not flow.»
The full case study is available here: https://yeas.ch/work/biketrails-flims-laax/
Responsible at Yeas: Corina Calonder, Project Management and Concept Development; Dominik Kurmann, Art Direction and Design.
