Oberland Bernois Circa 1960

Step into the tranquil grandeur of the Swiss Alps with this striking original 1960s travel poster by Swiss graphic designer Rolf Krebs, commissioned to promote the Bernese Oberland—a jewel of alpine tourism in Switzerland. A testament to mid-century European travel advertising, this piece captures the awe-inspiring scale and serenity of the alpine region through the lens of natural beauty and wholesome adventure.

In this visually captivating scene, a mother and three children are shown standing at a scenic overlook, gazing out over a serpentine glacial river that carves its way through a dramatic mountain valley. The snowy peaks of the Bernese Alps rise like titans in the background, their majesty intensified by the sharp clarity and deep blue of the sky. The family’s vibrant clothes provide a human scale to the vast natural tableau, symbolizing postwar prosperity and the rise of family tourism in Switzerland. The photograph doesn't just sell a destination—it sells a dream of wholesome discovery and peaceful connection to nature.

Krebs’s masterstroke lies in his clean and modernist design, with simple sans-serif typography stating “Oberland Bernois” and “Suisse”, perfectly in tune with Swiss International Style. The lack of clutter allows the landscape to breathe, giving the viewer a strong emotional sense of space and wonder. There’s a subtle narrative here too—a portrayal of a family holiday that promises purity, safety, and unforgettable views in the heart of Europe. These values resonated deeply during the 1960s boom in European tourism, when the Alps were being rediscovered by middle-class travelers seeking restorative escapes.

This original vintage poster is not only a promotional tool but a cultural time capsule—a symbol of the optimism and simplicity that defined postwar Swiss tourism. Its aesthetic quality, photographic realism, and typographic restraint also reflect the broader evolution of design in Switzerland at the time, where function and beauty merged seamlessly.

Collectors of vintage travel ephemera or lovers of mid-century Swiss design will appreciate this piece not only for its historical value but for its enduring visual power. Framed on a wall, it still whispers the timeless allure of the mountains, family, and freedom.

Switzerland - Mountain - Tourism

Printed by Brugger AG in Meiringen

Good condition, small tears