Manzaneda Mountain Station —located in the Central Massif of Ourense— has winter sports as its main asset. But the need to de-seasonalise its economic activity has driven it to focus on cycling during the summer months.
While Manzaneda Bike Park brand previously existed, it was of little relevance, so the company started a rebranding process to target a young, dynamic and active public on social networks.
Aware of my previous project of rebranding and equipment design for the cycling club ‘Club Pulpeiros BTT’, I was commissioned to update its logo and graphic system to convey its new values: respect for the natural environment and sustainability as a business model.
Back from the initial briefing we spotted that one of the competitive advantages of Manzaneda Bike Park was its network of chairlifts. Thanks to this, users could dedicate themselves to descend "infinitely", going back in a mechanical way. Thus, that was the principal concept we worked with.
The stencil technique provided a great versatility to develop a system of stencil templates ready to be easily applied on trunks along downhill routes.
Manzaneda Bike Park's new image should be dynamic and versatile. Similar to any sportswear brand. Shape prevails over colours, which can be interchanged.
MBP users find themselves with a facility that is in constant state of maintenance, ensuring maximum integration with nature. The chairlifts provide a very comfortable experience.
One of the most significant differences between the brand and other MTB brands is its colour palette. The usual loud colours of extreme sports were put aside and organic colours integrated into the natural environment were chosen instead.
Manzaneda now offers one of the reference bike parks in the northwest of the Iberian Peninsula. The rebranding project aligned its image with the values of the brand, which now begins a new stage.
Thanks for watching!
