Localizing great product in the US market.
Client
Industry
Challenge
FREYBIKE, having outgrown its origins as an OEM company, is now ready to establish its presence as a standalone brand.
FREYBIKE’s evolution from an OEM company to a distinct brand in the competitive e-bike market is a strategic shift aimed at establishing a strong, recognizable identity. Previously, the focus was on manufacturing e-bikes for other brands, which meant that FREYBIKE’s own story and product naming conventions were not developed, rendering its contributions invisible to the end consumer. As the e-bike market expands, FREYBIKE recognizes the necessity of crafting a unique brand narrative and product names that resonate with consumers, thereby distinguishing itself from being perceived merely as a factory output.
Goal
US e-bikes <> US e-bike users <> US e-biker needs
For FREYBIKE, crafting a memorable brand slogan and transitioning from serial numbers to distinct product names are crucial steps in carving out a strong brand identity in the competitive e-bike market. The slogan should encapsulate the essence of FREYBIKE’s mission and values, while the product names should reflect the quality, innovation, and unique characteristics of each e-bike model.
Result
New verbal identity and art direction
The tagline “Freydom is Yours” encapsulates the essence of FREYBIKE’s brand identity, aligning perfectly with the aspirations and desires of e-bike enthusiasts.
It cleverly plays on the brand name to emphasize freedom—a core value that resonates deeply the insights we have from researching on FREYBIKE’s target audience.
This tagline speaks to those seeking liberation from the constraints of traditional transportation methods and those who crave the exhilaration that comes with the swift, unfettered movement an e-bike provides. It promises an empowering experience, suggesting that choosing FREYBIKE is not just about selecting a mode of transportation but about embracing a lifestyle that values independence, flexibility, and the joy of discovery.
FREYBIKE also encourages their audience to customize their existing products. We have also come up with a derivative tagline for their self-service target audience: FREYDOM is yours to create.
