CONTENTS 06
LOOK B OOK
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T H E C R EATO R S - Who ?
C R EATOR ’S I DEN T I T Y - L if es t y le - Belie f s - D r es s in g - Adventure
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B R A N D S TO R Y - Hi st o ry - Fr ei t a g W a re - Fr ei t a g i d en t i t y - Sh i ft
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T H E C R EAT I V E QU EN C H - Or igin a lit y o f M o d e r n it y - P r o d u c t o f cho ice - T a r p Co lo u r - I t ’ s a Wr a p !
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F R EI TAG GO E S O N L I N E - So c i al m e di a
EM PT Y C A N VA S - Emp t y Ca n v a s - Co n n ec t o r - Rele v a n c e - Or igin a lit y
BRAND SUTR A - Ph ilosophy - Life after d ea t h - Re-C ontex t u a liz a t io n - Consistency - Differ entia t io n - S ensitivit y
LOOKBOOK
LO OK B OO K
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LOOKBOOK
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LOOKBOOK
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T H E C R E ATO R S
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TH E CR E ATO RS Rendering the world with the eyes of a child
The creators, the designers, the youthful ones that creates. Creators are the ones that dares to be different, the ones that craves to stand out from the crowd. The ones that will fully feel what we feel, appreciate our innovation and keep the fuel for creativity burning. One will never be able to find two of the same design on a Freitag bag, and that quenches the creators’ thirst for originality.
T H E C R E ATO R S
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WHO ? So what exactly defines a creative person? Creativity is a trait everyone owned as a child, only to lose it as we age, only a handful of unique individuals manage to retain it throughout their lives. A creative person renders the world with the eyes of a child, questioning every single aspect of what the world can give. Looking from all sorts of angles and perspective to ease their burning curiosity. The unique ability to identify and visualise possibilities that others don’t, ultimately connecting don’t that many might not even think to connect.
C R E ATO R ’ S I D E N T I T Y
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CREATOR’ S I D E NTIT Y
L I F EST Y L E Unlike any average everyday people, creators think and act differently. They have a non-stop machine in their head that is fueled by intense curiosity. Be it two irrelevent components combined together that works out or crafting something that does not make any sense. And there is neither stop nor stop button, no way to power it down. Though it might sound exhausting, they love it every. single. bit.
B EL I EF S Creators live on the edge of their comfort zone. They love to construct just as how they love to deconstruct the things around them. The process is what sparks the passion for their creativity within them.
C R E ATO R ’ S I D E N T I T Y
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DR ESS I N G When creators create, they inject part of their identity in it, subtly yet boldly claiming their identity. Which is also the reason behind how easy one can identify the creator behind their works. The vibes, emotions, dressing, make-up accessories, hairstyle and even body language.
“If you love life, don’t waste time, for time is what life is made up of.” – Bruce Lee
ADVE NTU R E A creator seek inspiration from their daily lifestyle. That is why they love adventures, the exposure in different cultures, nature, every crook and cranny on what life has to offer. The philosophy of life beginning at the end of your comfort zone deeply bonds with their identity. Living life with no regrets, creators neither feel guilty about the past nor be anxious about the future, life is meant to be appreciated and experienced now.
B R A N D S TO R Y
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BRA ND S TOR Y
HISTORY It all began in 1993 when graphic designers, Daniel and Markus Freitag, were sparked with an idea from living in the low end of Zurich bustled with the noises and colour of the busy transit in Zurich, Switzerland. They were looking to create an economic, durable, and unique bag for the everyday people. Their idea of using non-conventional materials has sparked an effect in the bag industry, and to the crocodile-loving consumers. They used used truck tarpaulins. Absurd, they often say, but
All of their creations all in line with their philosophy’s soul: sustainable, and eco-friendly.
ingenious as the Freitag motto is all about putting the products in cycles. From materials that were considered rubbish, the Freitag brothers have transformed truck tarpaulins, bicycle inner tubes, and car seatbelts to a series of incredibly robust, and durable bags. This not only answered the long answering problem of the everyday people of the lack in durable physical storage devices, but it has also given many a job. FREITAG has become a lifestyle to many in more ways than one. Now expanding more than as a bag brand with retails and museums found worldwide, Freitag has bloomed towards clothing with raw material. All of their creations all in line with their philosophy’s soul: sustainable, and eco-friendly.
B R A N D S TO R Y
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F REITAG WARE The FREITAG products are inspired by the busy transit of Zurich situated in their shared student apartment back in 1993, the soul and movement of Switzerland to be more eco-friendly. More details were taken note of. The bags are not made out for the looks, but is noted for performance. Hence the versatility of the bags. Transforming from being a small messenger bag to a backpack with more storage space. FREITAG, now expanding to wider horizons, has moved onto creating apparel with bast fibres hemp, flax, and modal; all of which are grown in Europe. With the least amount of chemicals used to grow the resources, FREITAG looks to create non-toxic clothing that degrades to keep earth fertile.
Known for their eco-friendly direction, Freitag’s products are made of used truck tarpaulins, car seat belts, and bicycle inner tubes.
B R A N D S TO R Y
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F R EI TAG I DEN T I T Y The Freitag products are inspired by the busy transit of Zurich situated in their shared student apartment back in 1993, the soul and movement of Switzerland to be more eco-friendly. More details were taken note of. The bags are not made out for the looks, but is noted for performance. Hence the versatility of the bags. Transforming from being a small messenger bag to a backpack with more storage space. A brand that has always been designed for the everyday people, is now finally making it’s shift.
SH I F T Freitag was always the ‘everyday’ , the brand that aims to satisfy the daily necessity of regulars. Now, Freitag is making it’s next move, venturing to further their sense of originality and uniqueness. Constantly finding the crave for creative personalisation.
BRAND SUTRA
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B R A N D SU T R A
PH I LOSOPH Y
“The Creative Quench”
Our new philosophy that strives to produce and provide creative and original brand experience. The essence of Freitag is about constant creation. Breathing life and soul into our crafts. The progressive momentum of always providing a unique experience where one can carry home for a long time. In Freitag, this is how we work as a creative company, a brand that enlivens, “The Creative Quench.”
L I F E A F T ER DEAT H To use objects earth has given, and to give back with minimal harm; the sole idea of leaving the least amount of carbon footprint. That is why we do not use first-hand materials, We believes in reincarnation of objects, giving sustainable originality a much more enhanced definition. Not only are the consumers buying our products as a product, they are buying them with story behind it. The materials held a life before they were bags; they hold a life with the consumer as bags; they give life as they degrade and turn into fertile compost for life after them.
BRAND SUTRA
RE- CONTE XTUAL I Z AT I ON By taking truck tarps, and using it to form a bag, re-contextualization was executed. However, the idea was further reinforced as vehicle seatbelt and bicycle inner tubes were also used as materials. The stores are also made out of re-contextualized elements such as rusty containers and cardboard boxes.
CONSISTE NCY Quality assured. From the intial process of purchasing the used truck tarps all the way to sending the products into their respective boxes, we treat our process of creating Freitag bags with tender love and care, except disassembling. we leave that to the boys with big guns,
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BRAND SUTRA
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DIFF ER EN T I AT I ON Originality ensured. We only use pure, genuine yet dirty and scruffy used tarpaulins from the truck. Freitag has been producing products from used materials that already lived it’s life, forming their own stories and experience. By re-contextualising the recycled materials, we are giving them a new experience that fulfils our direction of experience and sustainability.
SEN SI T I V I T Y Our sensitivity in details compiles to the totality of our brand experience. An experience is made up of many little components, the five senses, memory, emotions and creativity. Creators appreciates brands that take notes of the finer details which includes the packaging label or even the receipt.
E M P T Y C A N VA S
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E M PT Y C AN VA S
EM PT Y C A N VA S To deepen the bond between Freitag and the creators, we are introducing The Creative Quench, a collaboration project where they can design their very own Freitag. We decided to fuse modern technology with our traditional crafts, creating our very own creative app. Download the Freitag app; select your desired product and start designing. From picking tarp colours to designing with our Freitag decals, the possibilites are endless.
C ON N EC TOR As we already know, creators have the tendency to inject their identity into their creation. Now with The Creative Quench, they can inject and create Freitag bags with their own distinct unique identity.
E M P T Y C A N VA S
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RE LEVANC E So how is Freitag of all other brands relevant to the creators? Freitag’s brand philosophy aims to provide an experience that breathes life and soul into the nature of creativity. The progressive momentum of constant creation speaks for all the creators with the similar mindset. An output for the creators to not only hop on our bandwagon, but also join us in our quench for creativity.
OR IGINALI T Y Freitag itself is original in a sense where two can never have the same bag design, but originality in that manner lacks in consumer’s personality and identity. By adding in the possibility of customization, we created a special bond that enhanced the brand experience between Freitag and the creators. By consolidating the components we have shared, we can conclude that this will intrigue the interest of the creators.
T H E C R E AT I V E Q U E N C H
O RIGINALITY IN M ODER N I T Y introducing The Creative Quench, our very own Freitag application for creators, by creators. This application is the key connector that brings the traditional creative elements of Freitag into the modern creators through technology.
PRODUCT OF CHOI C E The application will lead the users into a wide variety of colourless, blank Freitag products. They will then be led to a menu where they may persoanlize their very own Freitag product.
TAR P COLOUR Upon selection of the desired product, the user is given a selection of colours to choose from.
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T H E C R E AT I V E Q U E N C H
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DEC A L CU S TO M I Z AT I O N Decals are provided in basic shapes, one can pick a few layers of triangles and rectangles in their desired colours to craft complex shapes, allowing creativity to take it’s course.
TAG S & ACC E S S O R I E S Further customization includes custom tags and accessories such as a Freitag reflector or keychain to match the design of your bags.
IT’ S A WRAP Congratulations! You can use the app whenever to track your order from the sewing process all the way to your doorstep. You will also be notified with every update of it’s process and delivery. Don’t be afraid to tag us at #F_creators to get featured on our social networks!
T H E C R E AT I V E Q U E N C H
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T H E C R E AT I V E QUENCH
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T H E C R E AT I V E Q U E N C H
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F R E I TA G G O E S O N L I N E
F R EITAG G O E S ONLIN E S OCIAL MEDIA FREITAG bags are one-of-a kind itself, but bags that are designed by you are rarer. Show off your bags and tag us with #F_CREATOR to be featured on our Instagram stories!
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