Building the foundation of a brand
The Novatio group came to us with a challenge: Create, develop and launch a new line of products
destined to take over the bike-loving crowd by storm. No small order. Here’s the story of what we did.
Feel free to jump straight to a section
- 1. Brand Personality
- 4. In-store presence
- 2. Logo design and brand name
- 5. Site mockups + early prototypes
- 3. Packaging design
- 6. Final designs
where we begin
Brand-new product range
The Novatio product range is widely used in technical repair and maintenance, but also in automotive and other industries. Tec7 is the firm's showpiece, and like other Novatio products, it excells in terms of quality, innovation, efficiency and ease of use.
Novatio sought after a complete repurposing of their product line. Multiple brainstorms with the client lead to the decision to launch a brand-new product range, aimed at the professional bike market. Novatio appointed Michel De Coster (http://www.michel-de-coster.be/) as an external consultant to help build up this brand-new business.
The brand promise ‘change the way people treat their bike’ was quite ambitious. But we had Novatio’s expertise to back it up. Throughout the entire process, we stayed true to our philosophy to ‘keep it simple’.
With the help of Novatio, we identified 5 products to put forward on the market and named them: Clean, Shine & Protect, Degrease, Lubricate dry and Lubricate wet.
& content analysis
How to put these products in the hands of the right people?
Brand name and logo design
Finding the brand name was a very logical development. We used the popular Tec7 as our starting point. It has very high top-of-mind awareness and we wanted to continue on this trend. Using a 7 in the name seemed obvious.
We wanted a name that was straightforward,
simple and easy to remember.
Bike7 was born.
How do we make Bike7 stand out?
How to make the difference in Bike shops?
After we had determined the brand and visual identity, we looked for a consistent way to present the products inside the stores.
Since the competition wasn't focusing on the physical appeal of their products, we decided to make Bike7 stand out. At a glance, Bike7 products must reflect their high quality and functional assets.
We asked Peter Van Riet to help us out with concept and sketching. We closely monitored this process, watching over the look & feel that we had envisioned.
To present Bike7 to the public, we needed displays for real life touch points (stores). We approached bike shop owners to find out what was important to them as well as their customers.
We tried out different options. We liked the idea that Bike7 maintenance products could also be considered as a present someone would like to receive. We developed a Bike7 'Care pack', containing all 5 products, in a handy cardboard container.
Handling and packaging solution
Different ideas for shop displays were explored. This happened in close co-operation with shop owners, who gave us relevant feedback and practical tips. The end result: a sophisticated metal display containing all 5 Bike7 products.
At the same time, we wanted to maximize brand visibility as much as possible, also outside of the shops. We tried to cover as many touch points as possible, and wanted to extend Bike7's identity and philosophy here as well.
Crafting an online user experience
Wireframes are the basic schematic illustrations of a webpage or interface. They're used to show the general layout and priorities of elements on the page before visual design and content is added.
For the public part of Bike7 this was pretty straightforward because of the limited amount of content and simple structure. This created room for us to research the assets we were using, and investigate how we could make them support the brand the most.
This part of the website is only accessible to dealers. After logging in, they can manage and view their stock of Bike7 products. If their stock is almost depleted, they can easily place a new order using this tool.
In the user stories, we clearly defined the rights of a retailer, based on his personal input. We made it very easy for him to access the information and contact the correct sales representatives directly.
Retailers can also use their login to monitor their sales figures. The built-in dashboard gives them all the necessary tools to stay informed of their latest sales, incoming orders and customer details.
Our overall strategy was to keep it simple. The Bike7 website must translate this as well. We kept the interface very clean and simple, and purposely put the focus on the products, acting as heroes on the website.
This is the place where a customer can easily find all the info he needs to maintain his bike: what is Bike7? How do I use the products? Where can I buy them?
At the same time we added an important experience element. The black & white images and videos gave a very strong impression of the brand and therefore deserved a prominent position.