Dana Salih
Fritz Leute
Fritz Leute is built around the idea that Fritz Kola is not defined by a single type of person, but by a shared state of mind. Instead of focusing on demographics, we focused on moments. Staying awake. Working late. Not wanting the night to end. The campaign treats “Leute” as an open category, loose, inclusive, and constantly shifting, reflecting the real people who move through the city with a bottle of Fritz in hand.
Visually, we used mixed media collage, combining photography and illustration to create images that feel energetic, layered, and slightly overstimulated. This approach mirrors the feeling of being awake when others are not, of existing in between schedules, roles, and expectations. The illustrated elements break realism and introduce play, signaling a transition away from Fritz Kola’s early, darker underdog aesthetic toward a more expressive and colorful visual language.
Color plays a central role in communicating this shift. The palette references the expanded range of Fritz flavors and marks a new era for the brand, one that is louder, more confident, and more open. Each image carries its own tone and rhythm, yet they are unified through vibrant color, collage logic, and a consistent typographic voice. The result feels less like traditional advertising and more like a snapshot of urban energy.
