Early Rider Limited Design & Branding EARLY RIDER IDENTITY by Amoebacorp

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Industry Bicycles
Media Design & Branding
Market Canada
Agency Amoebacorp
Designer Jeff Rae
Released May 2011

Credits & Description

Category: Consumer Products
Creative Director/Partner: Mike Kelar (Amoebacorp)
Designer: Jeff Rae (Amoebacorp)
Senior Designer: Rick Amaral (Amoebacorp)
Media placement: Identity - website - Spring 2011

Describe the brief from the client
The brief from client was simple. Create an identity that delivers on the craftsmanship of the Early Rider line and the lifestyle expectations of an increasingly savvy consumer.
The project began with extensive scouting and strategic work to define the brand position and to pull out Early Rider’s unique attributes. The brand identity work was informed by consumer insights from high opportunity markets across North America.

Describe the challenges and key objectives
Our design company began brand development for the Early Rider Company in mid-2010, rolling out the brand application throughout the spring of 2011. The key challenge we were tasked with was to evolve the brand beyond a simple balance bike. In recent years, there have been a number of new entrants into the balance bike marketplace and the competition was becoming increasingly fierce. We needed to clearly define what Early Rider was all about, while finding ways to penetrate the North American market place, mainly the United States.

Describe how you arrived at the final design
We wanted Early Rider to go beyond the functional aspects of the bike, such as wood construction and premium materials and design queues to tap into the lifestyle attributes of parents looking for high quality kids products.
The final design was inspired by motorcycle and tattoo culture. A visual language was developed capturing the thrill of discovery a child feels on his or her first bike and the sense of freedom that riding on 2 wheels alone can deliver. The result is a premium lifestyle-driven brand experience that appeals to the free spirit in children and parents alike.

Give some indication of how successful the outcome was in the market
After launch, the interest in carrying early rider brand bikes increased significantly as consumers buying up limited stock at independent retailers piqued the interest of Restoration Hardware, who featured the Early Rider classic model in their holiday guide this past season, bringing the mainstream attention to this brand that it rightly deserved.