A brand reboot of a 120-year-old British cycle marque (hand-assembled bikes in Lancashire), transforming it for the digital age. Leveraging Ribble’s strong racing bike heritage to enable expansion into new bike categories and audiences. The positioning ‘Real. Bike. People.’ unlocked Ribble’s expertise and passion for cycling.

We were, along with the client team and our design and delivery partners, all joined at the hip to define, drive and implement the new brand platform. The work included development of a brand essence, identity, tone, bike livery system, retail outlets, film, photography and e-commerce website.