Brazil is a beautiful and fascinating country. People in Brazil enjoy the sun and geography through wide-ranging sports activities. One of the sports is cycling, the market has been growing rapidly, international bike brands have enjoyed growth in the mountain bike and road bike categories. Our discovery phase uncovered the category and conventions, unmet needs and challenges. The insights showed there was a gap in the market for a brand that combined quality, function and thoughtful design. The market was cluttered with the usual suspects offering poor quality and lack of style.

The vision for Kirschner was to excite and inspire people into riding with a brand they could relate to, with a quality product inspired by heritage cycling. With the strategic brand planning and vision we set to create a world class team to bring the brand to life. Our team included design for on screen, off screen and apparel by Six in U.K, photography and video by Paul Calver, Diego Cagnato, Polemica VP and website built by Wannes Doe. We supervised all the steps of the process from design to prototypes, pilot run to production and operations.

The result was a brand that reflected the aspirations not only for the Brazilian cyclists but also international cycling community selling to over 16 countries and featured in publications and blogs around the world.