We reinvisioned Nashbar to relaunch themselves and fulfill their main mission: Getting people to spend more time in the saddle.
Nashbar had a storied history of hanging their hat on a simple shopping experience that let everyone maximize time in the saddle. They were a former eCommerce giant who created easy avenues for enthusiasts and beginners to breach the sport of mountain biking. After filing for bankruptcy, and being acquired by AMAIN Hobbies, they tapped SixSpeed to find a way to revitalize a once beloved brand to bring it back to glory.
Entry-level to mid-level recreational cyclists who view cycling as a means towards freedom and escape. They are seeking an easy experience that provides value because what they value most is riding.
Tap into core riders on the brand side as well as non-Nashbar riders to understand what it feels like to ride. To reinvigorate a once-proud brand, we had to understand why people embrace biking at any level to bring new riders into the brand.
Our first taste of freedom was on two wheels.
Position an entry-level brand around a formative experience that anyone could relate to. An articulated brand story became the springboard for an overhauled identity that felt more welcoming, approachable, with just a hint of nostalgia.
A refreshed logo built off of a mountain bike frame was an ownable, recognizable symbol that communicated freedom and autonomy.
Additional textures and patterns built off the logo created supplementary materials that supported the concept.
And a color palette centered around a yellow-gold planted the Nashbar flag in the spirit of positivity and light that many riders feel when they hit the trail.
Photography supported the brand refresh that helped the eCommerce retailer show up in a fresh way.
Ultimately, a refreshed brand helped reignite the fire that AMain employees had for Nashbar. Provided clear direction against their other owned brands (Performance Bicycle and Dan’s Comp), and allowed the world to embrace the once-storied brand for the brightness and levity it brought to so many entry-level mountain bike enthusiasts.
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