Recently, I swiped a set of photo ads from Freitag on Instagram. The simple compositions, natural scenes, and unique bag designs instantly caught my eye. The Swiss brand has always been known for its eco-friendly philosophy, making bags from recycled truck tarps, each one unique. These ads, though seemingly understated, skillfully integrate brand values and environmental concepts into everyday life scenarios, making me rethink: how exactly does this kind of brand content convey environmental concepts while at the same time creating an emotional connection with us, the consumers?
From Truck Tarps to Unique Bags
The content of Freitag’s ads is always straight to the point, often with no extra words or actions to convey, and the focus of the photo is often just the bag. Take for example this photo they posted on Instagram. (See the image below)
A girl in minimalist attire, carrying a blue bag, walking down a black spiral staircase. This not only highlights the simplicity and individuality of the product, but also makes people unconsciously focus on the material and color of the bag itself. It also hints at the brand’s core values – each bag is unique because they are made from scrap truck tarpaulins.
Another one that impressed me was the video that Freitag had released showing the entire process of making a bag, starting from cutting the fabric for the truck and finishing with the final stitching.
This video is not flashy, but very real, and every frame gives you a sense of the care that went into making it by hand. This transparent narrative is very gripping, as if you’re not just buying a bag, but participating in a small action to save the planet. The content visually reinforces Freitag’s eco-friendly and customized brand image and emotionally appeals to those seeking sustainable consumption.
The Charm of Brand’Owned Content
While traditional advertising is often aimed at direct marketing, brands like Freitag are blurring the line between brand and media by publishing original content on social media. This content not only tells consumers “what we sell” but also shows “who we are” and “why we do what we do”. Using video, Freitag made the production process of each bag transparent, which not only enhanced the brand’s credibility, but also created an emotional connection with consumers.
The brand as ‘an object or medium for the exchange of information between “producers” and “consumers”. The interface of the brand organises the exchange of information or communication so as to produce relations between products’
(Lury, 2004: 62)
Freitag combines product values with consumer values through content creation. It is not only a brand that sells bags, but also a cultural symbol that advocates an environmentally friendly lifestyle.
I’ve owned a Freitag bag and every time I wear it, I feel a subtle sense of joy. I knew that it was not an “assembly line standard product”, but a unique design that was reborn from waste materials. This emotional connection is the reason why the brand’s content is able to influence consumers on a deeper level.
The Significance of Freitag
Freitag is a shining example of creative, idea-driven branded material. The transition from truck tarps to distinctive bags represents the trend of advertising and content crossing, as well as the promise of sustainable consumption. In my opinion, Freitag is a lifestyle champion as well as an environmentally conscious company. And as consumers, we must never stop considering that we are buying not just a bag but the world we wish to create.