brand refresh for an established bag brand

With decades of experience in the cycling world, Norco knows exactly what matters in products for cyclists: the brand offers bike bags designed for various uses and mounting positions. What all the bags have in common are robust materials, well-thought-out features, and durability that stands the test of everyday use.

A brand with years of experience knows exactly what it is capable of. At the same time, a brand’s self-perception does not always evolve at the same pace as the expectations of new target audiences. Norco brings a solid foundation to the table, built on high-quality products, loyal customers, and genuine cycling expertise. What was missing was an external brand presence that could make these strengths tangible for a broader, digital audience. The challenge: to preserve the essence of the Norco brand while developing a clear, fresh approach to customer communication that works both in-store and in the digital space. The result is a comprehensive corporate design refresh – featuring a strategic and visual realignment of the brand and a website relaunch – realized in collaboration with One Companion.

As a specialist retail brand, Norco has long been well-known and popular within the bicycle trade and among customers. Consequently, a key priority during the brand refresh was to retain the established elements that embody the brand's core identity. After all, the goal was to build upon this existing foundation rather than tearing it down completely.

We therefore evolved the new corporate design by building on the logo and existing stylistic elements. The logo was carefully refined to ensure it remained instantly recognizable while being adapted to function effectively across various touchpoints. We applied the same approach to the evolution of the corporate color palette: established elements were preserved but meaningfully expanded, enabling the brand to present a clear, consistent image whether communicating with retailers or addressing end customers. The result is a balanced color palette that works ideally in both print and digital media.

The brand’s language, tone of voice, and design have been updated to ensure Norco’s core messages are conveyed quickly and clearly. Much like the brand’s product range, the corporate design is now friendly and approachable, free from unnecessary frills.

The website relaunch was more than just a facelift. We had the opportunity not only to bring the new corporate design to life but also to develop a tool that serves both cyclists and retail partners.

The new site structure ensures intuitive navigation. Products and their key features are visible at a glance. Users looking for the right bag can filter by mounting point and intended use, finding the perfect product in just a few clicks.

The KLICKfix mounting system – one of NORCO’s greatest strengths – is now explained and visualized in a way that allows even newcomers to instantly understand how it works and which adapter fits their bike. The dealer locator makes it easy to find the nearest NORCO retailer, while the advice section offers not only guidance on product selection but also genuine added value regarding bicycle bags.