Modern BMX turned fashion pieces. All large labels, from Louis Vuitton to Dior to Supreme sport their relative BMX designs. Media and Entertainment, especially the RAP scene chose BMX as a must have product. Reason enough to position Turbo Spezial into a very modern, fashion inspired, urban lifestyle market environment. Turbo Spezial is a holistic 360° brand, that inspires people to conquer the city.
The form language of Turbo Spezial highlights some of the key elements of early BMX, right in the transition phase from bonanza bikes to BMX, without being retro or nostalgic. The bike sports a modern, transparent design. Transparent in terms of Tech, such as a powerful electric motor, which is not hidden, but fittingly incorporated.
We created a full set of marketing, sales and organizational strategies that haven’t to date be used within the bike industry. The full set will be deployed at product launch.
The look and feel complements the chosen product design philosophy. A strong, polarizing urban lifestyle brand is in dire need of a strong visual identity, that leaves enough canvas, enough room for further adjustments and inputs. As this brand is quite community based our strategy is to welcome external content which helps customers to identify as well as shows the true creative spirit of the BMX movement.
Turbo Spezial will be placed on every relevant channel that promises solid community interaction. Further than that, we created some appropriate formats that help communicate the Turbo Spezial spirit.