Rolling Out a New Take on a Beloved Brand
After over 40 years of pioneering global bike travel, Burley undertook a comprehensive examination of its brand identity to foster growth and development for this renowned bike brand. We initiated a brand positioning project that encompassed a complete brand overhaul, including updates to the brand's vision, narrative, giving platform, and product descriptions. To announce the new brand and provide ongoing creative support, a campaign was launched to ensure that Burley was recognized as better than ever. Evolving the identity of a legacy brand can be challenging, but in just a few months, we developed a refreshed and modern logo that pays homage to their heritage while looking towards a promising future. Following the logo's completion, we updated the colors, fonts, messaging, and brand guidelines. We then implemented the new identity across various platforms, including the website, merchandise, and product launch campaigns, as is necessary with a fresh identity. Consistency in verbal and visual representation is crucial for any brand. Once the new brand identity was finalized, we redesigned the look and feel of all product packaging. From boxes to hang tags and accessory cards, we incorporated the new branding into master packaging templates that their team could utilize for all Burley products.