||This paper is concerned with a bipotential approach for estimating the plastic collapse loads of a half-space made with a non-associated Mohr–Coulomb material and indented by a rigid punch. In geotechnics, this problem is called the bearing capacity of shallow strip footing for which the analytical solution is derived by Prandtl (1920)  and Hill (1950)  in the context of associated plasticity. However, when the plastic model is not associated, no analytical methods have yet been developed. Here we explore this issue in a rigorous mathematical framework coupling the bipotential concept and limit analysis. First, the method proposed makes use of the method of characteristics to build a statically and plastically admissible stress field that enables a lower estimate of the plastic limit loads. Next, the extended kinematic theorem of limit analysis to non-standard plasticity is applied to derive an upper quasi-bound of the collapse loads. For this aim, the internal rate of plastic dissipation is obtained thanks to the bipotential functional depending on both a trial stress field and a Prandtl-like collapse mechanism. The analytic estimates are compared to the formulae and numerical results provided in literature.