Endura
Unleashing the ride for a new generation of cyclists
The challenge
A prevailing culture of masculine alpha-ness and peacocking in cycling had begun to make it impenetrable. How does a Scottish cycling brand reclaim the joy of cycling to make it accessible for all?
The spot
Founded from a passion for mountain biking by a maverick meeting of minds 30 years ago, Endura was born of an egalitarian Scottish spirit. This meant that is was perfectly placed to stand against cycling conformity. We identified that the the opportunity was to relaunch the brand with a unrestrained attitude that combined the exhilaration of riding with the energy of nature.
The approach
We developed a brand strategy and brand world that expressed the relentless spirit at the heart of Endura, injecting the brand with a powerful mission to ‘Unleash The Ride’. Our brand world collided a relentless punk sensibility with the natural tones and colours found in the nature and terrains of the brand’s Scottish home turf to create something unique.
The work
Inspired by punk zines and the characters from the community we brought to life the brand word and product performance through the stories of the riders and their journeys rather than falling back to technical product messages that are the norm for the category.
The services
- Identifying growth opportunities and audiences
- Defining your brand philosophy
- Designing a holistic brand identity
