BRAND ANALYSIS | CUSTOMER ANALYSIS | STRATEGIC BRANDING | PROTOTYPING
Junior Designer for Desgenà | 2018/2019
INTRO
The following project was realised during my working period as Junior Designer for Desgenà and Ciclitorino.
The assignment consisted in designing the new paint job for the 2019 collection.
The assignment consisted in designing the new paint job for the 2019 collection.
The project has been developed with a classic branding approach by analysing the brand and the aesthetic trend of the period.
Moreover, every decision has been made with a business-oriented approach, applying strategic decisions to increment the perceived value of the product.
BRANDING
Brand analysis and trend research allowed me to define an envisioned image for the new series.
Extensive research is summarized in the following mood boards.
The chosen style aimed to combine the sincerity of the carbon fibre texture with the minimalist elements of the line.
This combination allowed to convey a sense of speed and modernism.
STRATEGY
MATERIALS
The concept of lightness has been approached by research on the materials that brought to the idea of using an extra light vinyl as paint material. The vinyl would moreover cover partially the frame by showing the original material, consequently reducing the weight even more. The difference in weight from a classic painted bicycle was close to 200g, an influential weight in a race bike.
BENEFITS
Reducing the final weight allowed to increase the perceived value of a medium-high quality frame, and consequently also the selling price. Desgenà's typical customer wants an impeccable paint job over time. The usage of vinyl allows an easier and cheaper re-painting phase for the client and also for the company. The frames were successful, there have been different sales and they’re still purchasable on the official website.
PRELIMINARY DESIGN
FINAL FRAMES
