Finding
the Freude
BMW – Goods With Freude
Product and campaign copy
Writing in the sweet spot between precision and panache.
What we did
Copywriting
Two (slightly odd) questions for you. If BMW – one of the world’s most iconic car brands – designed a clothing range, what would it look like? And if that BMW clothing range could speak, what would it sound like?
Clothing designers stichd answered the first question when they created ‘Goods with Freude’, BMW’s pioneering new lifestyle fashion collection. To answer the second, they turned to Lark, asking us for the words to match their wardrobe.
Freude, incidentally, is a German word which basically means joy or pleasure. Not in the euphoric, lung-bursting, fist-pumping sense. But more the simple satisfaction we get when everything fits, clicks, works. When everything feels right.
This is the spirit stiched brought to the collection through the quality and sustainability of their materials, the care and consideration of their design.
We then sought to capture it in evocative hero copy, and crisp, sensory product descriptions.
