With their unique bags made from used materials, the company Freitag from Zurich represents the economically successful establishment of design products, which are now sold 300,000 times a year worldwide. How can a bag achieve such cult status? How does a small creative start-up become a large brand with a strong identity? Freitag - A Bag Book explores this story. Richly illustrated interviews with brothers Daniel and Markus Freitag, employees, and business partners from the fields of product design, manufacturing, sales, and marketing provide a behind-the-scenes look at the company, which, through often humorous and ironic communication strategies, manages to embody the paradox of an individualistic mass product as a brand.