Spengle

Spengle produce innovative carbon three-spoke wheels for the demanding worlds of mountain biking and road cycling.

We were tasked with refreshing the Spengle aesthetic, moving away from the '90s motifs commonly associated with the brand. The identity needed to span two different cycling worlds, so we created a flexible brand pack with a focus on clear typography. Being proud of their Swiss heritage, we opted to use their native language in secondary taglines of corporate communications.

One of the main aims of the project was to educate the consumer on the inherent strength and beautiful form of the product. We exemplified the design features of the wheel's unique shape with a series of still life shots, letting the product do the talking rather than elaborate copy and technical data.

Repositioning Spengle as a cycling lifestyle brand, we refocussed the brand's attention and directed the conversation towards more positive messages surrounding cycling. Advertising centred around where the wheel would take the consumer rather than telling them how, evoking a sense of adventure and exploration; a disruptive approach in a world saturated with the expected ‘gnarly’ imagery of mountain biking.