The total rebranding and packaging of all Shimano bicycle parts coming from Japan and entering Europe.
Considerable research told us that Shimano was a premium range with high brand awareness, suffering from poor packaging.
In order to provide a fast remedy and gain valuable shelf space we opted for a brand and packaging strategy that gained ownership of the colour “Silver” in the market sector.
This did one of many things; it gave immediate stand-out, it supported the brand statement of a premium product and more importantly the colour silver stands out in dark retail environments (common throughout Europe).
