ABOUT

Despite Bikehut being Halfords’ premium own-label cycling accessories offer, its packaging seemed rather functional and was failing to communicate the top-end nature of the range. To ensure we got the new design right we turned to our secret weapon - the hard-core cyclists among our creative team. This was the start of a solution that was best summed up by its strapline: ‘by cyclists for cyclists’.

Not only were our designers the ones charged with cracking the brief, they were their own target audience too. So what they came up with needed to appeal to themselves on both levels. Their work resulted in a brand that was approachable and targeted at the cycling enthusiast, rather than the amateur or expert. Its efficacy has been reflected in the fact that not only have sales been significantly above forecast, but their solution was also recognised with a Gold at the 2016 Vertex Awards.

"Great work Stormbrands you really transformed the Bikehut brand with great insight and creativity” – Russell