Client tag.werk
Year 2025
Services Product, Graphic Design, Campaign, Photography
“Design ab Werk” celebrates tag.werk’s 25th anniversary, connecting 15 local designers with the young people at the youth-employment project for a product collaboration. Our hand-printed tea towel invites you to join the “Healthy Earth Club”—a small reminder that we’re all part of a kinder future for our planet.
Starting point
The brief was to pitch a simple, low-cost product that could be made in tag.werk’s workshops and sold in their shop. The main challenge was the constraints for the production: minimal materials, short production time, and hands-on simplicity for the young makers. Our ideas ranged from tarp rain hats to hand-printed pyjamas; together we chose the tea towel for its bold simplicity.
The idea
We picked a high-quality Grubentuch from Kracht—100% cotton with its distinct checkerboard weave that's absorbent and made to last—and turned it into a bold, screen-printed fabric-poster. Each towel is hand-printed in tag.werk’s print workshop with love and care. The accompanying campaign reframes the towel beyond the kitchen, placing it in playful, surreal settings that exaggerate function and spark curiosity.
The impact
Every day tag.werk opens its doors to up to 25 socially disadvantaged young people. Through daily work contracts they earn income, gain workplace experience, and build confidence by selling products they helped create. Working with local designers opened new creative fields, boosted visibility, and generated sales that support the project. Community, upcycling and responsible resource use remain central, and “Design ab Werk” puts those values into people’s hands.
Credits
Product, Graphic Design, Campaign, Photography
RAWTY
Project coordination, Screen printing
tag.werk
Curation
Creative Industries Styria
Tea Towel Production
Kracht
Film printing
Leftkiss
Screen development
Lorenz Stelzl
Label application
stoff.werk
Vintage tableware rental
Halb Parterre
3D horse figurine
Johannes Fischer
Model and Social Media
Gabriela Penic
Film Development
Blendpunkt Labor
“Working with RAWTY means being able to rely on a partner who thinks, feels, and designs with you. With the rad.bag and the teatowel, their professional and creative approach was evident at every step—down to the smallest detail.”