Remember the feeling of riding your very first bike? Fresh air and the freedom to go anywhere you wanted. That’s the feeling our clients wanted to evoke with their new bike and trike retail concept. The family-owned business had targeted active seniors as an untapped market for sturdy, comfortable trikes and bikes. In their unique service model, they planned to bring the store directly to senior communities in the form of a truck and trailer, and host fun, interactive sales events. We were tasked with creating a brand that would make attending these events, and riding away on a brand new trike or bike, a can’t-miss experience.
For inspiration, we turned to the era when these customers would have been kids riding their first bikes: the 1950s.
This generation admired Frank Sinatra and the Rat Pack.
They were (and are) imaginative and star struck with old Hollywood, but also sentimental about family and country. A deep need for togetherness makes them inclined toward mass movements and group activities. This group wouldn’t go in for your average sales demo, but they would probably be thrilled with the idea of group rides and a community event! We knew that the fact that the bikes themselves were made in America – manufactured by Worksman Cycles in New York – would be an important selling point too.
A brand personality began to take shape: welcoming, inspirational, timeless yet fresh, quirky and carefree.
The clients were torn between two favorite potential names that would best evoke that personality: Ding! or Cherry. To help them decide we embarked on a logo exploration for both options.
In the end, they picked Ding!, which evokes the sound of a bike bell – it’s an announcement that something is worth paying attention to. They can either step aside or join the ride, but either way Ding! will not be ignored.
We brought the brand to life by creating individual personalities for each bike, a custom color palette inspired by 50s style, and bright yellow brand decals for the bikes. We then captured the Ding! lifestyle in an outdoor photo shoot. The photography style was inspired by glamorous old black and white photos of movie stars riding bikes and provided a palette on which the Ding! yellow would really pop.
We designed a suite of collateral materials that feels at once modern and nostalgic, as well as the truck and trailer that function as Ding!’s primary retail outlet and moving billboard. We also created a website featuring clear, visually designated portals so that each segment of Ding!’s already growing customer base would know exactly which Ding! was right for them.
Finally, in collaboration with our clients we designed a plan for the Ding! sales experience — The Ding! Fling — that features test rides, a Bring Your Own Bike tire service, and free ice cream served out of an old fashioned ice cream trike, just like the one the Good Humor man rode…which was also made by Worksman. The Ding! Fling gives customers a taste of Ding! Bikes’ full service experience, just like the good old days.
- Brand Development
- Identity Design
- Ethnographic Research
- Interactive Design
- Art Direction
- Photo Production
- Social Media Strategy
- Presentation & Pitching
- Experience Design