Freja NYC

Brand Statement

Freja NYC is a high-quality leather bag company creating thoughtfully designed, functional bags for modern lifestyles with an emphasis on refinement and relatability.

Tagline:

At Freja NYC, we create timeless, highly functional bags for the modern woman and the many things we carry — literally and metaphorically. 

Business Overview:

Freja NYC designs high-quality bags that feel both luxurious and attainable. They offer handbags, totes, and cross-body bags made out of vegan leather primarily offered in timeless, neutral tones. Their refined pieces include engineered pockets to carry the modern woman’s “support system” such as laptops, water bottles, wallets and a change of shoes. Complete with expandable compartments, Freja’s bags are there for you on days when you simply just need more space. 

With community, intentionality and reliability at the forefront of our brand, Freja strives to meet women where they are in their often busy and ever-changing world. You carry a lot — let us help. 

Business Mission:

Freja’s mission is to acknowledge women and the varied experiences that make-up their multifaceted, modern life. Whether it’s a job interview, a 3 am pizza run or wanting something sleek and supportive to pick your children up from daycare, Freja believes all women deserve thoughtful, functional bags that are both refined and attainable. The name Freja (pronounced frei-ya) is of Scandinavian origin and means “love” — an ode to our dedication to sustainability through every step of the process and to our community of customers who show up with their whole hearts, every day

Brand Vision:

One year goals:

• A beautiful and consistent brand identity

• An aesthetically on-brand and easy to navigate online home

• A growing and engaged online audience

• To continue growing at the current rate

Three year goals:

• To launch a fund to give back to other female founders and continue to actively uplift women

• More in person events

• To grow our team
  

Your People:
The Freja dream clients are women between the ages of 20-40, living in mid-large cities. They are of middle to high class and are comfortable to be discerning about how they spend their money. They value authenticity, compassion, community, growth and wellness.

They tend to work in finance, tech, beauty, PR or run their own business. Their career does not define them, but they do need to find fulfillment in their work. They’re the kind of person who would gladly take a pay cut to do something they believe in or take the risk to start something on their own. 

In general, the Freja customer is content with life. Financially, they are fortunate and are in a place where they feel comfortable. They are introspective and their biggest need is to create a life they love, to connect with inspiring people, to do fulfilling work and to find purpose. 

Meet Cora:

30, NYC, Humble | Sophisticated

Cora moved to NYC after college and lives in a light-filled 2-bedroom apartment with a few roommates. She takes pride in her home -- the space is spotless but artfully messy. The floor underneath the window is lined with empty wine bottles from past dinner parties and half burned candles are littered around the dining table. Her life is a balance of green juice, 7 am pilates, and journaling in the mornings, and stumbling home in heels with her friends in search of pizza at 3 am on a Thursday night. 

She is a big fan of setting goals, getting uncomfortable, being vulnerable, prioritizing alone time, hard work, self care, clean laundry, nourishing meals, a good book, long walks, grocery shopping, trying new recipes and cocktails, a fresh manicure and going way out of the way to get her favorite coffee. She's extremely dedicated and always looking for ways to better herself — mentally, spiritually, and physically. 

Personality wise she is optimistic, idealistic, open, collaborative, spontaneous, independent, warm and outgoing, but also opinionated and challenging. She finds happiness in trying new things, traveling, cultivating relationships, and seeing her friends and loved ones succeed. Not motivated by money or success in the traditional sense, she finds happiness in experiences, relationships, and everyday things.

Cora holds her Freja bag near and dear to her heart. As a sentimental and driven creature, she feels her bags check off both boxes — refinement and relatability. Cora brings her Freja bag with her to work at her PR job and carries it with her to pilates after work, complete with a full change of clothes. Because of its high-quality vegan leather, her Freja bag gets better and better with each wear. She is grateful that because of its functionality, she doesn’t have to fret that she’s forgotten something or need to pack an extra bag. Cora feels it is one of the best investments she’s made.

Intersection:
You:

• Understands the pressure of the modern woman and a modern world

• Values wellness, growth and self-reflection

• Values refined fashion and timeless, foundational pieces

• Values functionality alongside aesthetics

• Cares about connecting with others and building community

• Relatable, vulnerable and authentic

Them:

• Feels the pressure of being a modern woman in a modern world

• Values sophisticated fashion and accessories

• Needs their accessories to both feel refined and function as true support systems

• Values self-discovery and self-reflection

• Desires a community with other humans who are vulnerable; somewhere she can feel seen and related to.

• Humble, kind, discerning
  

Where Do You and Your People Intersect?

In many ways, Jenni is her customer. They value many of the same things — community, quality, functionality, sophistication and relatability — which helps them connect naturally. 

Jenni understands the pressure of the modern world whether that’s finding a job or navigating self-discovery and growth. She understands the importance of pieces that feel timeless and refined but can also support customers with functional pockets, extendable compartments and wearability.  

At the core of Jenni and her customers, there is a desire to connect and relate. Both Jenni and her customers are humble, authentic, honest and kind. They value vulnerability and understand that women supporting women makes the world go ‘round.

What Makes You Unique?

Freja is unique in that the designs are fresh but classic. They’re elevated and sophisticated yet incredibly functional without the bags screaming "functional".  

There is a big value on discernment and what features to include, ensuring that designs are never trendy or emulate another brand’s style. Freja creates in small batches for exactly this reason — Jenni values keeping the brand very tightly edited and intentional. 

Freja bags also have elegant imagery and messaging. They are sleek and sophisticated but not sterile or exclusive. Jenni intentionally weaves refinement with warmth to instill a welcoming, relatable energy throughout branding and copy. The fact the bags are created in a family owned factory shows Jenni’s value for quality control AND connection with humans on a personal level. 

Jenni’s story and her vulnerability and transparency is what creates community. She is a real person! And customers can feel that when they go through the entire purchase process from finding Freja to receiving their bag. Freja also doesn’t normally have sales or events, which protects the value of their bags.

Defined Differentiators:

• Sophistication and high quality meet functionality

• Thoughtful and intentional design, design process and marketing

• Attainable and inclusive while remaining luxurious feeling

• Story and community driven — inspired by real people!
  

Trends to Avoid Within the Core Brand Identity: 

• Creating bags that scream functionality and lose the discernment when it comes to design

• Flashy colors

• Marketing and copy that feels aspirational versus inspirational

• Anything glitzy, glam focused or overtly feminine

• Fonts that feel clinical or lifeless

• Fonts that feel kitschy