( 2025 ) Den Fynske Landsby wanted to move away from the slightly dusty, traditional museum presentation with horse-drawn carriage romanticism and aprons and caps on older people in a cozy folklore look. The museum wanted to use its position to pursue a mission for society and its audience, connecting history to the present day. This meant focusing on sustainability, material awareness, green practices, ecology, and biology, the global goals for sustainability, both for Mother Earth and the people living in her habitat. Den Fynske Landsby is cultural heritage, but also a picnic in the most beautiful backyard. Here there is leisure, time, and calm, it is simply a pleasure to be. To become modern and create relevance, we developed a visual identity and direction that does exactly that. The photography moves close and sensually towards the beauty of nature and materials. Illustrations in a naive style support the story of sustainability and the global goals. The typography is clean with curves in the 'a' and 'g' to convey softness and playfulness. The primary color is bright yellow, adding freshness, energy, and presence, the opposite of dusty old-fashioned tones. Strong, simple statements express the mission for an active, sensory life: 'eat outdoors', 'jazz with wine', 'bake your own bread', 'collect your eggs', while signs became more direct: 'cultivate a shared future', 'we want to make a difference', 'a toxin-free future'. The logo is a frame, a statement that Earth is the framework for our lives, drawing inspiration from Den Fynske Landsby as a contained village and leisure destination within its historic four-sided farms.