The design challenge in answering this brief was to create a distinctive identity for a new vertically mounted bike rack entering a competitive and niche market. The task was to strike a balance between rugged performance and broad appeal particularly for the market to which the product would most appeal - families.
The name and visual identity needed to feel unique and memorable, while still being flexible enough to accommodate a wider range of vehicle accessories in the future. This required a thoughtful approach to naming, colour differentiation (to stand out from existing players), and visual simplicity, all while ensuring the brand felt both premium and accessible.
