Context
In Leipzig, Wit Slingers makes custom bicycle equipment by hand. With its unique style and high-quality craftsmanship, the maker - Tijmen Kervers - has gathered an active community of cyclists around him. The Wit Slingers Tote Bag is the first bag for the "friends of" those avid cyclists.
Challenge
This new target group requires an expansion of the brand voice and marketing strategy that is less dependent on personal contact with the maker and more independent.
Solution
We analyzed the current brand and distilled its strongest elements to arrive at a new brand voice and strategy. Based on that, we designed and produced a full social media campaign for the bag; videos, photography, graphic design and copy that can be freely combined. With this we broaden the reach of Wit Slingers, without alienating the existing community.
Concept
The bag is perfect for young adult urbanites as it supports their flexible, spontaneous lifestyle. To convey that, we show the Tote Bag in the context of fast-paced urban life. Here and there we focus on the technical aspects such as the clips, zippers and the material. In addition to the emphasis on the aesthetic qualities of the bag, the visual language also consists of humorous or unexpected elements that enrich the character of the bag and appeal to the new target group.
