During the last about 7-year period, the festival has always used a 3D wolf head in every design – year-round festivals, sub-festivals, and special events. The closer we get to the big event, the more we decorate and add the motive of the wolf's head to different placements and ads, which signals the soon-to-be-started festival.

In 2022, we are at a point where we felt that the wolf’s head has already done great work and it is time for the festival to take a fresh and wild step forward.

We developed a new concept "PURE MIND", whose bilingual message creates new bridges, not only with the domestic local audience but also with the whole wide world around us. The slogan, which has several meanings, directs the Estonian audience to consume culture instead of biting each other, to bite into the film program, and to be kinder to each other. Despite of the difficult world events, it's time to make room for films instead. For our international audiences, we encourage to turn a new page, move forward and stand for the message that art, film, cinema, wolf and we are all free!

Many thanks to Renate Keerd for creating such a brilliant combination of words and a meaningful challenge to the brain, which has showed the way to PÖFF years later so that we could carry on its deep and transformative message.