Hi-Cone is a company that manufactures plastic-based environmentally-friendly carriers, primarily for drinks packaging units in the consumer sector. The material used has already been recycled several times and disintegrates under solar irradiation after a number of weeks. The intention in redesigning the Hi-Cone brand image was to elaborate a new trade fair concept for the leading industry fair Drinktec in Munich which adheres to the new corporate identity and communicates the brand’s modern spirit to the public. With the company being an advocate of the ‘MIN = MAX’ principle and in the light of its claim ‘we are all around’, the fair presentation is designed to reflect the company’s brand values and allow visitors to experience the Hi-Cone world.