To open up the road to future growth, Lightweight CarbonSports – maker of the finest carbon race bike
wheels present today – had to widen its client base from the professional sports environment to the fanatic amateur lifestyle market.
So far, the focus had been on products and specifications only – a very rational und functional brand so to
say. The emotional brand appeal much needed was found in the manufacture style production process that celebrates German craftsmanship with a carbon touch. Hence the internationally applied brand message:
“HANDARBEIT FÜR BEINARBEIT”
It fueled the total identity make-over that implied e.g. logo & symbol, colors & shapes, stationary, product naming, design & packaging, photography style and digital channels.
CREDITS:
@BÖLB:
Mario Stockhausen Executive Creative Director
Dirk Fliesgen Concept & Copy
Geraldine Zingariello Design
