We are thrilled to announce that Achilles Design and Studio Dott. are merging to become Dott Achilles

Bike Republic

A brand identity for a true compagnon de route

Realisation

  • New brand strategy with a strong focus on the brand promise
  • Dynamic (visual) identity that truly speaks to customers
  • A design that captivates the hearts of those who are looking for distinctiveness
Old logo for fiets!, the former brand name, in white lettering on a green background.
Rebranded logo for Bike Republic in black lettering on a light blue background.

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. We developed a new brand strategy and identity for Bike Republic in close cooperation with our client 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.

Outside window banners for Bike Republic in the new blue yellow branding.
Business cards for Bike Republic in the new branding style.
Two men sitting at a desk in a Bike Republic shop decorated according to the new branding with yellow highlights and the typical Bike Republic arrow.
A van in the Bike Republic branding with yellow, light blue and white background.

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.

Rebranded logo Bike Republic: light blue background with the name in black letters and an arrow on the right of the words, pointing outward.
Yellow accents colour in the Bike Republic arrow shape.
A mock-up of a fictitious magazine article about Bike Republic according to the new branding showing a bicycle and some copy.
Door stickers in the Bike Republic colours yellow and light blue with a fun tagline.
Bike Republic shop signage in light blue background and black lettering.

The emotional layering is reflected in the combination of the fonts. The primary font functions as the rational layer. This font type was specifically selected for its realistic and down-to-earth character, while at the same time expressing confidence. Without frills, ensuring clear communication in a mature way and most of all: without getting boring. The secondary font uses emotional layering and personal connection through its dynamic and directional appearance.

Animation showing the new Bike Republic typefaces in white and light blue.
Animation showing the new colour scheme for Bike Republic.

The chosen intense and energetic colour palette reflects the brand personality of Bike Republic. A good balance between quality of service and craftsmanship and the vitality of life, escaping the sobriety and dullness of daily routine. The palette offers several opportunities for variation and maintains a balance between activating and soothing, emotional and rational, warmth and coolness, extroverted and introverted.

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’.

ASKA

Make your commute a micro adventure

Realisation

  • High-end full suspension speed pedelec suitable for rougher terrain
  • Frame made completely of sheet metal
  • On-shore manufacturing (EU)

Blending desireability with performance

With Åska, Filip Dehing briefed us with 2 challenges: First, create a high end full suspension speed pedelec with knobby tires that could handle the rougher terrain. A more rowdy speed pedelec that inspires you to turn your daily commute into a micro adventure. Second, we were challenged to construct this capable bicycle frame completely out of sheet metal instead of the traditional tubing, in order for it to be manufactured outside the realm of the bicycle industry.

Faster further fiercer

ÅSKA is a fast electric bicycle that convinces people to leave the car behind, and does so from emotion: emotion from design, and emotion from a unique driving experience.

Aska Bike design
Aska Bike render
Take the streets or go off road
Aska Bike speed pedelec

Veloské

Stay visible for 360° around

Realisation

  • Feasible concept in a limited time translated into an actual rideable prototype
  • Cost efficient way to integrate the amber coloured lights for the 360° visibility
  • A suitable brand identity inspired by the 360° visibility and Cape Hatteras’s lighthouse.

360° visibility

With Veloské, Belgium Bike Group wants to develop an unique E-bike with a focus on safety. Good quality components like the brakes and tires give you the reliability. And a unique 360° integrated light system gives you added visibility and security in traffic.

We aided Belgium Bike Group with the concept design of a signature frame with integrated lights, as well as a strong brand identity. The frame itself is constructed mostly out of bended round tubing and milled connecting blocks. These blocks proved to be most cost efficient way to integrate the amber coloured lights for the 360° visibility.

Achilles Design was involved from the early start of this project; from the first inspirational concept sketches to the final detailing necessary for tooling and production. Offering a lean and cooperative design approach, tailored to the challenges, speed and budget of a start-up company.

From the early stages we went for a design for prototyping approach. Achilles Design implemented all their expertise and experience in bicycle design to set up a feasible concept in a limited time. 3D CAD modeling is extremely valuable tool for that. The avoidance of expensive tooling costs was key in the project. This gave us the opportunity to translate the concept into an actual rideable prototype.

A new brand and a new product also includes a suitable identity. The philosophy about 360° visibility continues in the naming, logo and product graphics. Cape Hatteras (USA) and its lighthouse along the Atlantic coast inspired us. Its iconic shape and stripings became the main building blocks of the brand.

Veloské is an e-bike with an unique character that strikes a great balance between reliability and safety.

Intu-e-drive

Ride Ellio

Realisation

  • Relevant product-market fit concepts
  • A product architecture that merged all the technical requirements with functionality and desirability of a high-end speed pedelec
  • Consecutive development and prototype cycles that allow verifaction and improvement  but also to test technical, mechanical and electronic solutions

Next generation speed pedelec that replaces the car

With Ellio, Intu-e-Drive aims to develop a bicycle that could be a full-fledged replacement for a car, a high end speed pedelec that’s safe, reliable and intuitive to ride. This is achieved through a series of innovative features: a 2 wheel drive system, automatic gear changes, autonomous braking, a powerful battery and intelligent control software. This bicycle is an innovative mobility solution that takes away the uncertainties of being on the go.

Achilles Design was involved from the early start of this project; from the first garage built model inspirational concept sketches to the final detailing necessary for tooling and production. Offering a lean and cooperative design approach, tailored to the challenges, speed and budget of a start-up company.

Moving fast and efficient towards relevant product-market fit concepts

We supported Intu-e-Drive in the search for a product architecture that merged all the technical requirements (frame design, battery, motors, controller, etc.) with the functionality and desirability of a high-end speed pedelec. Building upon our expertise in bicycle design and market knowledge we are able to quickly develop design concepts with a high feasibility rate. Allowing us to move fast and efficient towards relevant product-market fit concepts in design sprints.

Verify and improve ride quality and appearance

Initial concept drawings are refined towards the build of a prototype. Many cycling products can only be truly tested on a physical and functional prototype. Consecutive development and prototype cycles allows us to verify and improve its ride quality and appearance, but also to test technical, mechanical and electronic solutions.

Our experience in different disciplines

Achilles Design played an extensive role in the industrialization process, going over all the components and defining their technical requirements and in respect to the intended look and feel. Our experience in different disciplines such as frame production, assembly, plastic mouldings, electric components, electronic controllers, etc. allows us to support you all the way to a finalized and functional product.

Ellio is the next generation of speed pedelecs with fully integrated safety and intuitive riding features. An innovative solution for a future proof and sustainable mobility.

Eddy Merckx Cycles

A premium cycling brand named after the most famous rider ever!

Realisation

  • A unique design language for the entire bicycle range
  • Graphics embracing the industrial design, resulting in a differentiating appearance of each bike
  • Manufacturable look and feel for the carbon, aluminum and steel frames of Eddy Merckx Cycles

Eddy Merckx

Every sport has its legends, but cycling has a living legend: Eddy Merckx, the most successful cyclist of all time, is the top authority on human powered speed. For several years, Eddy Merckx cycles maintained a strategic design partnership with Achilles Design to guarantee a unique design language throughout their entire bicycle range.

Achilles covered the full spectrum of design work by integrating solid industrial design with sleek styling. Achilles Design contributed its distinguished branding and refined graphic design capabilities, from integrating new trends in bicycle design to the graphic layout of the annual sales pitch.

Power under control.

Eddy Merckx Cycles wants to offer high quality bicycles for demanding racing cyclists. New models all have to fit a distinctive design identity, defined by technical requirements such as stiffness, compliance, geometries and UCI regulations. Complex surface modelling allows us to achieve a good tension between stiffness, stability and safety; technical features like cable integration, seat post clamps, and hardware mounts – all combined in an attractive design.

Experience Eddy’s racing spirit

All model names are linked to 1 of the 525 victories in Eddy’s incredible career. Each frame is developed around unique characteristics. The graphics should embrace the industrial design. Blending Eddy’s true racing spirit and future market expectations results into a differentiating appearance of each and every bike.

Make styling proposals that actually work.

Rapid prototyping of detailed CAD models is the perfect preparation for mold drawing and advanced composite lay-up technique. We translate functional and behavioral specifications into a manufacturable look and feel for the carbon, aluminum and steel frames of Eddy Merckx Cycles.

Applying graphics on a bicycle frame requires accurate shaping and dimensioning of decals or paint masks. We combine 3D models with hand on cutting and pasting to define attractive but feasible designs.

A complete range of highest quality bicycles for demanding racing cyclists.

Kingo

The royal way to explore

Realisation

  • A digital user interface with a 1024 x 600 resolution touchscreen that provides the user with different route options.
  • Prototyping in an early stage of the design process to check and verify critical functionalities.
  • Real-time telemetric bike data, a high-end bicycle navigation system and on-board digital touristic cycle map with several navigation options.

A high quality e-bike with a revolutionary navigation cockpit

We helped Kingo to provide sightseers with a fun, novel and healthy way of exploring the places they visit, while being at the wheel of their own experience. A smart guide e-bike, equipped with fascinating routes for tourists to explore.

Everybody Kingo?

The hotels and the tourists are only two groups of stakeholders within the Kingo service system. To thoroughly understand all of Kingo’s players, we organized co-creation workshops with users, who fit the Kingo profiles. This helped us to form a complete picture, to cater to their needs and wishes and to provide them with exciting value propositions.

 

Shaping our ideas

Through sketches, basic 3D models and rough breadboards, we explored valuable solutions for the many challenges at hand. This included the general cockpit build-up, attachment to the bike, waterproofing and integration of connectors, speakers, power button and other design constraints. Thanks to our experience, a thorough analysis of the e-bikes market, and Kingo’s company values, we could quickly list requirements for the bike frame and all of its components. To start talks with potential suppliers, we created a smart photo montage of existing frames, newly developed components and graphic decals which simulated the perfect Kingo e-bike.

Innovative electronics

Zenso, our privileged partner for state-of-the-art electronic design, took care of the internal hardware. Together we selected components and checked for potential interference with the housing and their detailed 3D model of the PCB. Joining forces, we solved problems regarding thermoregulation, cable management, and faster assembly.

User interface of the navigation cockpit

The digital user interface has a 1024 x 600 resolution touchscreen and provides the user with different route options. On time notifications of points of interest and points of eating and drinking give the user information in a way that was never seen before. Using barebone wireframes we constructed the structure of the app, the icons, and the animations that will support the user having a new way of experiencing an e-bike ride. In every wireframe iteration the icon design and styling of the app were evaluated and redirected to meet the needs of the end-user until it was deemed a perfect fit.

Prototyping

By sourcing the right parts and materials, within budget, we could quickly perform tests on the first prototypes. Checking waterproofness, finetuning antenna placement, and evaluating readability of different displays we were able verify these critical functionalities in an early stage of the design process.

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+32 15 41 02 72