Finding
the Freude

BMW – Goods With Freude
Product and campaign copy

Writing in the sweet spot between precision and panache.

A woman wearing a gray sweater, light blue jeans, a gray beanie, and white sneakers leans back against a blue wall with her eyes closed and hair flowing back. The background shows urban architecture and the BMW logo is visible in the lower right corner.

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.

Two tablets displaying web pages related to BMW and Freude collection, featuring models, cars, and promotional content.
Online BMW clothing store webpage displaying models wearing caps and hoodies, with product names and prices listed below.

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.

A man in a beige trench coat and black beanie standing against a gray wall, with the text 'FINDING FREUDE' and a quote about joy and living well.
A promotional image for BMW highlighting sustainable design. The background shows a close-up of a black fabric with the brand name in white, accompanied by a brief description about BMW's focus on intelligent reduction and sustainable, efficient practices.

More work

Three children sitting at a desk in a classroom, focused on their notebooks and writing with pens. Behind them, a yellow bulletin board displays colorful children's artwork and educational posters, including maps and charts.

Dementia UK

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A young woman with shoulder-length brown hair wearing a turquoise hoodie, smiling and making a gesture with her arms, holding a yellow medal labeled '8KG' around her neck. The background is yellow with a zigzag pattern and the phrase 'Rise your' written in large dark blue letters.

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Verbal and visual identity