Client: BIKES is a fictive urban bike store based in Denmark. This project was an educational exercise with the purpose of granting a better understanding of the different elements and processes involved in a corporate identity/brand launch.

Purpose: BIKES are starting up, and they need a complete brand from scratch. They want to separate themselves from other bike stores by creating a tighter focus on the urban environment, and the young spirit. Additionally, they seek to be perceived as a quality-minded brand, but with low/discount pricing.

Solution: To accentuate the urban aesthetic and create distance from the stereotypical modern bike stores, a lot of grunge elements are brought into play. Emphasis on the boldness, texture, and gritty feel of concrete, asphalt and dirt to make the BIKES appear more grounded and hands-on, as well as support the brand strategy as a whole.

A valuable selling point for the younger demography is the adrenaline rush of dashing through the city streets on your bike, which is highlighted through dynamic imagery and shapes.





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Discount sales magazine

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