From Upcycling to 100% Circularity

SERVICES

Circular Roadmap, Impact Reporting, Implementation Support

GOAL

Through material innovations, a new design philosophy, and a firm commitment to circularity within its corporate strategy, Freitag is positioning itself for a resilient and future-ready business — while strengthening its brand as a circular pioneer.

Problem

FREITAG, known for its bags made from used truck tarps, is considered one of Europe’s most innovative brands in sustainable design. But the company wanted to go even further: it committed to the vision of achieving 100% circularity across all areas of the business — from product development and the take-back of end-of-life products to communication. To credibly deliver on this ambition, it needed a clear strategic foundation, transparent internal structures, and a new kind of storytelling that engages its existing community and inspires new audiences around the idea of the circular economy.

A comprehensive roadmap, firmly anchored within the company and paired with authentic external communication, strengthens the company’s market positioning.

Lösung

To support FREITAG on this journey, we developed an integrated, modular strategic approach. Circularity was to be understood and implemented not as an add-on, but as the strategic foundation for all areas of the business. Together with the FREITAG team, we defined key action areas, ambitious goals, and concrete measures, all anchored in a comprehensive Circular Roadmap.

To ensure structural anchoring, we identified the Circular Globe label as a suitable framework to make progress measurable and comparable. At the same time, we supported the company in implementing pilot projects — including the development of a take-back model for the fully recyclable Mono PA6 backpack and the creation of a Circular Design Guideline for future products, services, and retail spaces. A new communication strategy translated the circular transformation outward, for example, during the launch of the Circular Truck Tarp Innovation in the B2B context.

"With NEW STANDARD.S, we found a strong partner who truly understands the complex topic of the circular economy and can communicate it clearly — both internally and externally."

– FReitag .lab ag

Impact

FREITAG was able to significantly strengthen its position as a pioneer and thought leader in the field of the circular economy. Through new partnerships, investments in circular product development, and the implementation of a holistic circularity strategy, the company reduced its CO₂ emissions by 30% since 2019 and achieved a score of over 95 points in the Circular Globe Index.

New products like the Circular Truck Tarp have been internationally recognized as best practices, opening up new sales channels and target groups for the company. Thanks to strategic clarity and strong communication, FREITAG is now more firmly positioned than ever as a brand for future-ready, circular business — setting new standards in both design and the circular economy.

We develop effective strategies, meaningful actions and new narratives for our clients. Let's talk about your circular future - we look forward to your project request.