rad.bag. Collaborating for rad rides and big smiles.

2024

tag.werk X RAWTY.

When we founded RAWTY, our goal was to establish a design studio with the distinct personality of a brand. We were thrilled to begin our first collaboration with tag.werk, a local bag brand and youth employment project based in Graz. We have always enjoyed tag.werk and their products, appreciating the quality and impact of their work.

tag.werk opens their workshop to up to 25 socially disadvantaged young people every day. Here they earn their own money through daily work contracts and gain valuable exposure to the labor market. This experience helps stabilize their lives and boosts their self-esteem as they sell products they have created themselves and can be proud of. At tag.werk, the values of community, responsible resource use, and upcycling are highly cherished and actively promoted.

The bags are handcrafted in Graz by the young people at tag.werk. Made from discarded truck and advertising tarps as well as off-cuts, these bags are not only sustainable but also robust and long-lasting.

In close collaboration with tag.werk, we have developed a bike bag based on an existing model of their product range. Together we adapted the small cross-body bag to meet all the needs of urban cyclists. The sporty, yet elegant design makes it suitable for (almost) any occasion. The rad.bag is water-resistant, lightweight, and dirt-repellent, and it can be worn in three different ways: casually across the shoulder with the extra-comfortable broad strap, mounted on the handlebars with hidden Velcro fasteners, or secured with the waist belt to prevent slipping during extra fast rides!

The design of the bag and the campaign draws inspiration from vintage racing bicycles and the variety of logos on their wheels and frames. The vibe? Happy, sweaty, fast, and a bit grungy!

In designing the bag, we wanted to add our own style into the tag.werk aesthetic, while enhancing the material without overpowering it. We created a series of logos, arranged in a row on the black straps, resembling the logos found on vintage bike wheels. With playful quotes like “Ride Your Bike For Mama Earth” and “More Miles, More Smiles,” we hope to inspire people to embrace cycling and enjoy its benefits for both themselves and the environment. The light green, derived from our RAWTY green, gives a striking contrast to the grainy, analogue photos and blurs used in the campaign.

No collab is complete without merch, right? tag.werk is just one of six social projects dedicated to providing people with purpose and employment. stoff.werk, which supports long-term unemployed and socially disadvantaged women, contributed to the rad.bag collection by sewing and screen-printing two different t-shirt styles. We designed the display at the tag.werk shop, a release party for Designmonat Graz, and a full social media campaign. Oh, and a keychain. All for rad rides and big smiles! :)

Services

Concept
Bag Prototype Development
Merchandise
Design
Photography
Text
Motion Design
Social Media Campaign
Display Design

Credits

Christian Leban. Concept, Design, Photography, Illustration, Text, Display design, Merchandise
Tessa S. Huber. Concept, Design, Campaign, Photography, Text, Display design, Merchandise
Sophia Stöhr. Concept, Design, Motion, Text, Display design, Merchandise Design
Mag.a Tanja Tiefenbacher, tag.werk. Project lead
Michael Eisner, tag.werk. Product design & prototyping, supervisor sewing
Katharina Rejc, tag.werk. Head of shop, event organisation
Johannes Fischer, Shift Creative. 3D Design

Special Thanks to

The entire tag.werk team for creating something special together.
The talented team at stoff.werk Graz for sewing and printing the shirts.
Bernhard Kober from Muchar Upcycles for providing one of his beautiful bikes for the shop display.
Our amazing friends who modeled the bag and merch: Viktoria Lieb, Stefan Areh, Mithra Gruber and Julian Gmoser.
Yoshi for adding 3D glam to analogue roughness.
Stevie for bringing the release party to life with his sound.
Christoph Schnalzer for providing his DJ equipment.
Creative Industries Styria for supplying drinks at the release party and shining a light on local design.

More work