Marketing a Bike Co.

It’s a good idea to launch your brand in a brand-strong way. After you’re a little established, you can get a touch more mysterious and aloofy.

Case in point: here are some print ads from brand intro onwards over perhaps three years. The brand approach with Deluxe was to keep it raw and real yet clean, inspiring and relatable.

After kicking off the brand with a simple “hello” print ad, with its sprawling hand-painted logo by me — so-designed to add a spot of graphic tension to the brand name — a new, more subtle shield brand marque (by another designer) was adopted to stamp-in brand confidence.

Messaging was simple and more about celebrating team riders and culture.

[ For Deluxe BMX ]