FREITAG, famous for its truck tarp bags, wanted to go beyond upcycling and move toward 100% circularity across the entire company. Together, we developed a Circular Roadmap, launched pilot projects, and sharpened their communication strategy to make this ambition tangible. The results: CO₂ emissions reduced by 30% since 2019, a continously improving Circular Globe rating, and international recognition for innovations like the fully recyclable Circular Truck Tarp.
FREITAG was already celebrated as a pioneer in sustainable design—but the company aimed higher: to become fully circular. To make this vision real, they needed a solid strategy, measurable structures, and a narrative that could both rally their loyal community and open new markets. Without this foundation, circularity risked remaining a bold claim without practical pathways for implementation.
FREITAG was already celebrated as a pioneer in sustainable design—but the company aimed higher: to become fully circular. To make this vision real, they needed a solid strategy, measurable structures, and a narrative that could both rally their loyal community and open new markets. Without this foundation, circularity risked remaining a bold claim without practical pathways for implementation.
We created an integrated strategy that positioned circularity as the foundation of the brand. Working closely with the FREITAG team, we mapped fields of action, defined ambitious goals, and developed a detailed Circular Roadmap. We applied the Circular Globe framework to measure progress, and made the vision tangible through pilot projects: a take-back system for the Mono PA6 backpack, Circular Design Guidelines for products and retail, and a B2B launch campaign for the Circular Truck Tarp Innovation.
We created an integrated strategy that positioned circularity as the foundation of the brand. Working closely with the FREITAG team, we mapped fields of action, defined ambitious goals, and developed a detailed Circular Roadmap. We applied the Circular Globe framework to measure progress, and made the vision tangible through pilot projects: a take-back system for the Mono PA6 backpack, Circular Design Guidelines for products and retail, and a B2B launch campaign for the Circular Truck Tarp Innovation.
FREITAG cemented its role as a European thought leader in circular economy. Emissions dropped by 30% since 2019, the Circular Globe rating improved by more than 95 points, and innovative products created new business opportunities. With a clear roadmap and compelling communication, FREITAG’s vision of 100% circularity became both credible and influential—setting new standards for the design industry.
FREITAG cemented its role as a European thought leader in circular economy. Emissions dropped by 30% since 2019, the Circular Globe rating improved by more than 95 points, and innovative products created new business opportunities. With a clear roadmap and compelling communication, FREITAG’s vision of 100% circularity became both credible and influential—setting new standards for the design industry.
“With NEW STANDARD.S we found a strong partner who understands the complexity of circular economy and can communicate it sharply—internally and externally.”
— FREITAG.lab AG
“FREITAG is proving that circularity is more than just about the product. It works best when it permeates the whole organization, and as such, each and every step of value creation.”
— Maximilian Mauracher, Circular Strategist
