Shoecovers BBBShoecovers BBB (mobile viewport)
BBB logo
BBB, part of your ride
BBBcycling.com
BBB helmet
Waterbottle BBB
BBB, Part of your ride
BBBcycling.com website
BBB packaging
BBB corporate style
BBB corporate style

BBB

Commission
Coaching programme culminating in the design of a new identity.
The skateboard decks of WasteBoards are made from soda bottle caps.

Challenge
PON bought 12 bicycle brands, including the successful Dutch BBB brand. However, the market started waging a two-front war on BBB, from above by the quality brands and from below by large Asian producers. A response was in order.

Solution
The insight was that much could be gained by improving the collaboration by the marketing, product development and design departments. The new insights derived from this integration resulted in the briefing for BBB’s new identity. The team sessions made clear that there continuously was too much noise in any decision made, be it design-related or organisational. To arrive at the desired premium image, we arrived at the principle of ‘less’. By applying ‘less’ to existing items and communication concepts, together with the team, a clear line was created and the various teams were better able to review each other’s work.

Credits
I was part of the Qua Associates team as a design director. As such, I was involved in developing a briefing from the start. This briefing was further developed together with the local 2D and 3D team. I further coached this team in developing the new house style, communication and marketing items, which I incorporated into a house style manual.