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FREITAG social guideline

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Freitag is a bag brand from Zurich.

Based on the brand's global visual language update in 2022, the dissemination of social media and local content within the China region, there was a need to unify the visual language and think about localized applications.

Ultimately, for the branding part of the project, I used modular logic to develop a specification that the designers could use in combination by calling up the modules to get the design work done quickly.
For the local content, we created a tape font to clarify the overall visual consistency, step outside the confines of the frame, and communicate the local content in a relaxed, plain, and easy-to-read manner.

The original design and structure of each module in the project was based on the principles of efficiency, consistency, clarity and reliability.