‘We start with why. That’s how our product becomes more than a bag. It’s like a souvenir of a mindset,’ said Daniel Freitag of the driving force behind his iconic brand. Since its launch in 1993, FREITAG’s line of one-of-a-kind accessories made from recycled truck tarpaulins have made an indelible mark on both markets and minds. In this engaging WDCD2018 workshop, participants were invited to take the unique FREITAG manifesto – and run with it.
The two-hour session was led by Stefan Pangratz of the award-winning design agency VBAT, and focused on the importance of building a brand on the foundation of strong guiding principles. In his introduction, Daniel Freitag quickly charted the evolution of his company, which was founded on the back of a simple but powerful idea.
From fragile idea to strong brand
Some 25 years ago, graphic designers and brothers Daniel and Markus Freitag were looking for a functional, water-repellent bag to hold their creative work. Inspired by the colourful and robust materials of discarded truck and bicycle parts, the first FREITAG messenger bags were born. Each iteration since has been unique, recycled and also wildly popular.
Stefan Pangratz and Daniel Freitag
In fact, every aspect of their brand strategy is based on one underlying philosophy: to think and act in cycles. ‘We need to come up with solutions which allow us to become “cyclists”,’ explained Freitag. ‘By that I mean not bicyclists – though that culture is a big part of our story – but parts of a cycle, as opposed to just consumers.’
Ad absurdum
Recent projects by FREITAG continue to reflect on and reaffirm these principles of reduce, reuse and recycle. In the exhibition titled AD ABSURDUM, the brothers set up an ‘absurd rerecycling centre’, filled with a collection of so-called ‘manifesto products’, films and experiments which use humour and wit to raise awareness. In Give Me Back Your Bag, old FREITAG bags were collected from previous customers to be taken apart and remade, once again, into a truck tarpaulin. Together, the effect of these projects are lasting. ‘It’s the stories around the bag that extend the life of our brand.’
Daniel Freitag explains about the exhibition AD ABSURDUM
The manifesto as a starting point
In the second half of the session, participants worked in teams to develop guiding principles for a new brand, product or service, each inspired by the following three questions: What are you missing? What are we missing? What is the world missing?
Participants were also invited to think further on FREITAG’s own Cyclist Manifesto:
- We keep stuff in closed cycles
- We own objects that last
- We repair
- We believe in systems designed for compatibility
- We prefer access over ownership
- We pay for results not resources
- We lose speed to win time
P.S. Happiness is cyclical
Freitag and Pangratz guide the participants
Mindful Monday Mornings
Discussions began by thinking about the problems and pains of daily life, and of playful solutions and interventions which could be distilled into a starting point for business. Some ideas addressed social needs, like ‘Mindful Monday Mornings’, a conscious breakfast club using leftover food from the weekend to offer free meals, based on the principles of optimism, generosity and community. One group decided on the principle of having no product – offering precious time instead, or ‘premium seconds’ which could be bought by getting others to do tasks for you.
The lively session was closed with a round of questions for Freitag, from the diverse group of both entrepreneurs and artists (and everything in between) sitting in the audience.
