Eddy Merckx Cycles
The new graphic identity created by SIGN* is directly inspired by the drive and personality of Eddy Merckx himself, and of his nickname: the cannibal. This led to a totally revamped look for all the graphics on the bikes as well as new corporate communication. And for several years, the agency was also charged with developing new product communication including the catalogue of the year’s new bikes, advertising, posters, stand decoration, and product brochures specific to each model. The major challenge here was to find the right balance between the imagery of a past sporting hero and a modern, attractive and technological brand of the future, increasingly aimed at a new worldwide and younger audience.
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