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FREITAG social guideline

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Freitag is a bag brand from Zurich.

Following its global visual language refresh in 2022, we began exploring a localized application strategy for social media and regional content within China.

For the brand visual system, I developed a modular structure grounded in logic and efficiency, enabling designers to quickly generate layouts by combining predefined modules.

To support localized content, we created a custom tape-inspired typeface, which maintains visual consistency while breaking out of rigid formats. This approach allows local narratives to be conveyed in a relaxed, straightforward, and highly legible way.

Each module in the system was designed according to the principles of efficiency, consistency, clarity, and reliability.