brand design for the bc own brand
Product range expansion for one of the leading online shops for bicycles. With the brand design for the new own brand.
client
Bike Components (bc) is one of the leading online shops for bike parts and accessories. bc doesn't just sell parts over the Internet - here, bikes are a living reality. The employees are ambitious bikers themselves and know what they are talking about. Every product is made by bikers for bikers - and bc doesn't just sell bikes and components from well-known brands; it also uses its own experience to develop and launch its own products.
task
The product managers at bc are not only passionate cyclists themselves, they can also draw on a wealth of experience from over 25 years of online retailing. So anyone who deals with all the important and unimportant things to do with bikes, both professionally and privately, often realises: "We would do it a different way!"
This was also the case with bike care products: although many cleaning products work well, they are anything but environmentally friendly: problematic ingredients, long transport routes and too much packaging waste. There's a better way. That's why a new product line has emerged from the bc think tank that fulfils all the requirements of discerning bikers. Our task was to create a new brand that effectively communicates the values and benefits of these products.
not just a brand, but an attitude
Cycling is a lifestyle and a statement. Not just for environmental reasons, but out of love for the material. These are sporty, ambitious bikers who know exactly what they want (to ride). They attach great importance to quality and look after and maintain their equipment. We have created a new brand for these bikers: TONIQ.
The TONIQ brand identity reflects the demands of this target group: quality, elegance and timelessness. The brand is iconic without being too loud. It communicates its values around sustainability and quality without appearing flat.
dive into the world of TONIQ
During the photo and video shoot with our partners from Caution, we brought the world of TONIQ to life. The special thing: the bc product managers "had" to get on the bike themselves and model. The result is impressive: TONIQ's imagery is not only 100% authentic, it also perfectly conveys the spirit of the brand.
The TONIQ website reflects the clear direction of the brand. Values and benefits are communicated in an unagitated manner and the products are presented in an elegant and uncluttered way. Intended as an information channel, interested parties can get an overview of the products they can purchase from bc.
bringing the brand to life
From packaging to trade fair appearance. All touchpoints were designed to clearly communicate the values and benefits of TONIQ. The outdoor booth is discreet and elegant and creates a good contrast to the garish trade fair appearances of the competition. The message is clear: TONIQ invites you to linger. Thanks to the mobile bike wash, bikers can clean their bikes on site and test the TONIQ product line.
fellowz simply knows the bike industry inside out. The collaboration was simply super uncomplicated and effective. We didn't have to spend a lot of time explaining, we could just get started!Svenja Kohnke, Operations Manager Own Brand Management
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