Getting the ball rolling
On gravel paths, in bike parks, single trails, in the mountains or on the road – MTB, e‑bike, racing bike, trekking or city bike: SportXX has the answer when it comes to finding the perfect bike for your personal use. It’s hardly surprising that Migros’ specialist for sports equipment and clothing is launching Bike World, a new specialist retail chain dedicated entirely to two-wheelers. The characteristic brand identity and the corresponding store design are picking up speed and invite you to discover a harmonious brand world.
Everything in the frame
The store concept focuses on a large selection, expert advice and various clever testing tools to find the right bike for every use and every body size. The overall brand image is characterised by a typical workshop character, which runs as a common thread through the shops and the entire communication. The design also favours a natural brand experience when it comes to materials. Raw and untreated materials such as maritime pine, concrete and metal create a clear framework and focus on the essentials – the bikes.
Attention to detail right down to the spokes
Details refine the design: the maritime pine wood used in the shops is used in the shop design in the form of small and large boxes. The stencilled lettering, which also forms the new logo, matches the pictograms usually used on these boxes. It expresses the hands-on mentality of the employees and appears functional and practical. Simple pictograms, exploded views of bike details and a reduced, bold colour palette are used to match.
Pick up speed
Based on the new brand identity, numerous POS realisations, printed and digital communication media and 3D applications have been gradually introduced and used since the announcement of the reopening.
