The product portfolio of Kraft-stoff, a manufacturer of bicycles in Austria’s Vorarlberg, is showcased with a new design idea every year. The objective for 2011 was to put cycling’s affinity with nature centre stage and to refer to the origin of the products. The result of this intention is the product catalogue “Heimat” (Homeland). The central iconographic theme is the cow, which is featured as the key design motif throughout the catalogue, the store design, the trade fair stand and all communication media of the company Kraftstoff. The large-size catalogue integrates this visual language, paying a great deal of attention to details. The logo was burnt into the cover with a branding iron. A cowshed served as background motif for the staging of all product photos.