For Bike Ride, selling and servicing bikes was just the tip of the iceberg. As enthusiastic cyclists through and through, they seek to take every customer interaction beyond the transaction, to create meaningful, authentic connection.
They wanted to reflect these values through a refreshed brand which could be applied not only to their established store in Hobart but their new Launceston store and bike rental business, Cranke, combining all elements to leverage a strong competitive advantage.
After holding a brand workshop with the key legends at Bike Ride, we realised this passion for community was at the core of their business. Whether their customer is two years old or 92 years old, they welcome like-minded people, always eager to help them set goals and to see them through. From this idea, we created their new positioning line: 'Shaping Life's Ride'.
The logo also encompasses this idea, steering away from conventional cog graphics, and using modern typography with a sense of movement and velocity.
After completing a full brand audit, it quickly became clear that their name, Bike Ride, no longer suited their evolved brand. We suggested the name 'Roll Cycles'.
As well as embodying their easy-going and all inclusive nature, this name has endless potential for puns, which our good-humoured clients were all for.
We look forward to rolling out the brand through a strategic marketing campaign over the coming months.