— 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

FREITAG S.W.A.P

S.W.A.P. stands for Shopping Without Any Payment: the FREITAG bag swap Tinder for anyone who wants to find a new used bag. The idea is to let the bag live longer and to find a new wearer to love again in the spirit of our circular mission.
I was allowed to the campaign shoot. The concept was to show the swap. The bag from one person is shown as in the profile on the person who will wear it in the future.

Art Direction Kathrin Grossenbacher
photo by Fabian Hugo

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