Rebranding: The BikeStore

Client: The BikeStore, Kochi / Punjab

REBRANDING, BRANDING, BRAND STATIONERIES DESIGN, LOGO DESIGN, BRAND BOOK DESIGN, WEBSITE DESIGN, RETAIL EXPERIENCE DESIGN, ADVERTISEMENT DESIGN, POSTER DESIGN, GRAPHIC DESIGN

A group of hardcore cyclists from Kochi started The Bike Store as a small retail brand selling good quality bikes and accessories. Because of the superior quality of their products, the efficiency of their servicing and their active role in developing a biking community in Kochi, they became the go-to store for the growing number of biking enthusiasts in the city. When were ready to expand and transform into an impressive cycling boutique in Kochi providing the finest selection of bicycles and accessories, custom bike fits and efficient servicing, they approached us with the task of rebranding their identity. We had to create a new brand identity that will represent this transformation. A biking community created by the founders paved the way for the creation of the brand and hence, they were particular about portraying the team spirit of this community of cyclists as the central element in the new identity. 

Before / After: The existing brand identity was designed to suit the needs of the brand during its initial days. The client was looking at completely redefining this identity and creating a new identity that embraces contemporary aesthetics, matches modern retail industry standards and equips the brand for a possible pan-Indian expansion. Being sports enthusiasts, the team wished to go bolder and make a statement about their deep passion for cycling while retaining the simplicity of their existing identity.

We joined onboard in their journey towards The Bike Store 2.0 with much excitement because our lead designer is a cyclist and this was a dream project for him. The immediate goal was to create a brand identity that exudes the passion for biking, reflects the resoluteness to improve the quality of biking in Indian cities, represents a clan loyal towards promoting and supporting biking and encapsulates the pride and honour of being a member of the clan. The long-term goal was to have a brand that will become synonymous with the biking culture in urban India in terms of retail experience as well as the community feeling. With these goals in mind, we created a coherent brand experience for TBS right from logo design to retail experience design. Since the project was a complete re-imagination of the brand, the entire set of brand assets was re-created including stationeries, brand patterns & graphics, in-store signages, advertising and promotional material and the user experience in their retail spaces.

A bit about how we crafted the experience

After an extensive research, we narrowed down on two symbols that would represent the brand in a coherent way. As the brand is deeply rooted in their community, we chose a base symbol that conveys this clan spirit - a shield. In heraldic visual design, a shield, with a coat of arms, is used for proudly representing the distinctive bearings of a family or an organisation. We have adapted this historic design element to the contemporary context for depicting a distinctive clan and the allegiance towards the clan in. Because of the use of shield in sports as a trophy, this element also achieves the aim of representing the interest of the brand in promoting cycling as a sport. Hence, the shield was chosen as the base shape for the logo and the base symbol for the entire brand identity.

TBS (abbreviation of The Bike Store) is placed centrally in the base shape and the ’T’ is depicted as the front set of a bicycle. A bicycle, created with the front set and a wheel, is the second key symbol chosen for the brand identity. The cycle is illustrated like a low-angle shot for creating an aspirational feel and a sense of prominence. The font, with the definitive shapes and curves, conveys a sense of boldness.

Logo Inspiration: Hey there, this is the default text for a new paragraph. Feel free to edit this paragraph by clicking on the yellow edit icon. After you are done just click on the yellow checkmark button on the top right. Have Fun!

Signage Inspiration: Hey there, this is the default text for a new paragraph. Feel free to edit this paragraph by clicking on the yellow edit icon. After you are done just click on the yellow checkmark button on the top right. Have Fun!

Signage System: Hey there, this is the default text for a new paragraph. Feel free to edit this paragraph by clicking on the yellow edit icon. After you are done just click on the yellow checkmark button on the top right. Have Fun!

Brand Colours: Hey there, this is the default text for a new paragraph. Feel free to edit this paragraph by clicking on the yellow edit icon. After you are done just click on the yellow checkmark button on the top right. Have Fun!

Brand Patterns: Hey there, this is the default text for a new paragraph. Feel free to edit this paragraph by clicking on the yellow edit icon. After you are done just click on the yellow checkmark button on the top right. Have Fun!

Web Experience: Hey there, this is the default text for a new paragraph. Feel free to edit this paragraph by clicking on the yellow edit icon. After you are done just click on the yellow checkmark button on the top right. Have Fun!

Retail Experience Design For TBS

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