Vathorst Cycling

The idea

For a successful rebranding, it is important to gather a lot of information. We need to get to know the company inside and out, understand how they communicate and know exactly who they want to appeal to. To discover all that, we started working with the owner. After several creative sessions, we were able to create a clear foundation for the brand.

With that solid foundation in hand, we knew exactly where the brand stood at that point and where it could grow. Our idea was to create a fresh new look for the brand that really fits with what the target audience wants and also brings out the positive attributes of the local entrepreneur.

The implementation

To arrive at a new verbal and visual identity, we developed different style scapes, each emphasizing a different part of the brand identity, For example, one played more on the personal approach of the founder and his team and another more on quality and professionalism. The choice fell on the qualitative character.

After choosing the right style cape, it was time to develop it into a style guide that explains all the rules around all the design elements in great detail.

Pre-marketing

You can't just throw your new brand online and expect your regular customers and the neighborhood to just catch on to this change. Therefore, it was a necessity to inform the existing customers about this change and to inform the new neighbors (of the new location) about the arrival of Vathorst Fietsen. We did this through a New Neighbors campaign filled with flyers distributed locally and various social media posts counting down to the brand-launch.

Brand launch

The new location had balloons hanging, music playing and a big BBQ to celebrate the opening of the new business and brand. Everyone who stopped by received a nice goodie bag with all kinds of nice gifts from local entrepreneurs. It also contained the special gift, the tire repair kit with the text: "You don't want this, come to Vathorst Cycling".