The market for e-bikes is growing rapidly in the Netherlands. However, many companies still target ‘the elderly’ demographic. Yamaha Motor Netherlands saw the opportunity with younger, more active audiences. So they asked us to develop branding and messaging for their label MBK.
Meijer & Walters
Challenge
E-bikes free people from unnecessary limits and restrictions. Everyone who actually tries it out is excited about the speed and ease of cycling. But the image of e-biking is ‘uncool’ and ‘for old people’.
Approach
MBK gave us the opportunity to look at the market with fresh eyes. We developed a set of personas based on motivations and lifestyles. Then we identified the target audience and their drivers. Based on that we developed a brand proposition for the brand MBK.
Results
This lead to an overhaul of MBK's visual identity, most of all their photography, and the creation of the marketing materials such as website, social media presence, brochures and the stand design for trade fairs.
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Yamaha Motor Netherlands
Brand Engagement: Beat the Traffic
Animo
Brand Identity: Pure Dedication
