What is the essence of FREITAG? To develop and expand the brand globally, we first had to identify the DNA of the brand. In close collaboration with Markus und Daniel Freitag we developed the brand positioning, brand communication and brand design.
On this foundation, FREITAG started expanding the brand. First geographically with more than 20 FREITAG stores, over 400 sales partners and the FREITAG online store. Then by extending the product range: from accessories to clothing for both women and men using a FREITAG-invented compostable fabric. They could do this successfully because they always knew what FREITAG truly is about. They stayed true to the brand and never jeopardized the brand’s credibility.