Client tag.werk
Year 2024
Services Product, Campaign, Photography, Graphic Design, Print
The rad.bag is the result of our first brand collaboration with the youth employment project tag.werk. Together we developed a bike bag to meet all needs of urban cyclists. The release campaign captured our love for cycling: “More Miles, More Smiles!”.
Starting point
We’ve long admired tag.werk for the quality and impact of their work—handcrafting bags in Graz from discarded truck tarps, advertising banners and off-cuts. Durable, sustainable and full of character, their products have always been a favorite of ours. Even more so because tag.werk is a youth employment project that offers young people fair opportunities and a space to build skills for the future. As true fans, we reached out for a collaboration. Over the course of a year, we worked together to develop the rad.bag—from initial concepts to the final prototype. The challenge was to design something practical, high-quality, and true to our shared aesthetic, while remaining easy and cost-effective to produce in tag.werk’s workshops. For the launch, we created a social media campaign that captured the mood we wanted: happy, sweaty, fast, and just a little bit grungy.
The idea
In close collaboration with tag.werk, we developed the rad.bag – a bike bag adapted from an existing model of their product range to meet the needs of urban cyclists. Water-resistant, lightweight, and dirt-repellent. It can be worn three ways: across the shoulder with a broad strap, mounted on handlebars with hidden Velcro, or secured with a waist belt for fast rides. The design blends our style with tag.werk’s aesthetic, enhancing the material without overpowering it. The logos on the black straps resemble vintage bike wheel branding, while our signature RAWTY green contrasts with the grainy, analogue campaign visuals. And of course, no collab is complete without merch. stoff.werk, supporting long-term unemployed and socially disadvantaged women, joined in by sewing and screen-printing two t-shirt styles for the collection.
The impact
Every day, tag.werk opens its workshop to up to 25 socially disadvantaged young people. Through daily work contracts, they earn their own money, gain experience in the labor market, and build self-esteem by selling products they have proudly created themselves. Community, upcycling, and responsible use of resources are at the heart of tag.werk. By developing a new product and campaign together, we aimed to give their cause more visibility. With playful quotes like “Ride Your Bike For Mama Earth” and “More Miles, More Smiles,” we hope to inspire people to embrace cycling—for themselves and the environment.
Credits
Product, Campaign, Photography, Graphic Design, Print
RAWTY
Product prototype and production
tag.werk
3D
Shift Creative
Merch Production
stoff.werk
Bike rental
Muchar Upcycles
Models
Julian Gmoser, Mithra Gruber, Stefan Areh, Viktoria Lieb
“What particularly impressed us about RAWTY is their feeling for design with character. Their designs are not only visually striking, but also clearly convey the values we want to communicate through our work—fresh, thoughtful, and distinctive.”