Creative Agency: SOGOOD
Location: The Netherlands
Project Type: Commercial work
AXA Bike Security supplies bicycle locks and lights, amongst other things, all over the world.
All existing and new products are positioned under one strong brand name and represent safety and protection for the bicycle and cyclist. However, this was not yet visible or perceptible in the packaging, for example. Now the brand image stands out and the packaging is extremely distinctive compared to that of the competition. Moreover, this brand image can easily be used for all communication tools, and truly sparks the imagination.
The knight was developed as the new brand image. The knight primarily represents protection and safety, but naturally also stands for durability. The AXA Bike Security products are virtually indestructible. Moreover, it also nods to the company’s origin; AXA started out in the production of metal hardware. The result is a strong and congenial image.
The new brand identity will be implemented in phases, from packaging to leaflets and from displays to the website.