A new brand identity for a true compagnon de route

Bike Republic’s next strategic steps
Bike Republic (formerly known as Fiets!) is one of Belgium’s best known bicycle retail chains. The company originally targeted people who were looking for pure biking fun as well as bike repair services. Now, the company wants to move forward as a seasoned specialist who reliably accompanies cyclers on their journeys. All they have to do is enjoy their ride. With the help of our brand strategists Bike Republic became a true ‘compagnon de route’ for its customers.

Strategy first: a strong focus on exciting people for cycling
After cooperating closely with our clients, we developed a new brand strategy and identity for Bike Republic that has a strong and dynamic focus on their brand promise: to enthuse people for cycling.
'Bike' represents the core product of the brand. 'Republic' stands for togetherness and represents the community that unites the cycling experience and its related pleasure.











The brand promise translated in a new visual identity
The new logo is the visual translation of the brand identity. The combination of the two fonts in the wordmark creates a harmonious mix between emotion and ratio. It gives the logo both a mature and human appearance. The brand symbol (the Velox), especially created for this identity, provides dynamism and advances communication. The name is a nod to ‘velo’, but also to speed. The Velox is the primary graphic element of our design language. It gives direction in a positive way and implies freedom of movement. Not only directional, but also in its implementation.








With the main focus, creating a pleasure experience for cyclists, in mind, we developed a design that captivates the hearts of those who are looking for distinctiveness. Both emotionally and rationally. The dialogue with the customer was the guiding principle for us to come up with this design.
It was our pleasure to create a design for Bike Republic that fully reflects what their consumers are looking for today and tomorrow: a true ‘compagnon de route’.
