— FREITAG

2020

Coca-Cola is known for its Christmas truck and Freitag is known for its tarpaulin bags. So I thought to myself, why shouldn‘t FREITAG also have a “Christmas truck”? That‘s why I designed the FREITAG Christmas card on a robust truck tarpaulin and had it printed at Bieri by Planzer. I wanted it to be a sustainable xup in the waste paper straight away, but would do the rounds for a few more years before it became a bag. I was delighted that Planzer even had a copy produced as a toy truck in the size: 1:87.

“So verwundert es nicht, dass in diesem Jahr Freitag mit einem On- und Offline-Konzept den Prix Carte de Noël gewinnen konnte.” — werbewoche.ch

Together with David Keller

toy truck, size: 1:87

FREITAG store Kyoto

To ensure that visitors to the Kyoto-FREITAG store never forget, a life-size mural of a truck dominates the outside of the newly opened store.
Together with Corsin Zarn

S.W.A.P. stands for Shopping Without Any Payment and is FREITAG’s innovative bag swap platform designed to give used bags a second life. Like Tinder, users can browse and swap pre-loved FREITAG bags, sustainably passing them on to a new owner to be loved again.

I had the opportunity to organize the campaign shoot, which visually showed the swap process: the bag appears both on the profile of its current owner and the future wearer, highlighting the bag’s journey into a new chapter.
The campaign also aimed to engage a community of conscious consumers by making the exchange experience intuitive and fun, enhancing the connection between owners and their one-of-a-kind bags. This approach not only highlights the uniqueness of each bag but also reinforces FREITAG’s stance against traditional consumerism — encouraging a shift from buying new to swapping used items in a lively and accessible manner.

In January 2020, Freitag launched the F660 JIMMY, a bag for urban people who incorporate sport into their lifestyle. My task as art director was to develop a creative concept with a small budget to promote the bag on the landing page.

With these guidelines, I designed together with Brigitte Fässler a short looping video that captures the essence of urban movement and everyday athleticism. My vision was to show a person moving on an escalator and using it like a treadmill. A playful joke should be recognizable, which could also be seen again and again in FREITAG.

Through this everyday moment, the video effectively conveys the functionality of the F660 JIMMY bag while fitting perfectly with FREITAG‘s brand ethos.

Art Direction Kathrin Grossenbacher
Video by Brigitte Fässler
product photos by Oliver Nanzig