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Creating Brand Atmosphere.

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Riese & Müller: Different because we believe.

A Brand for a premium bicycle manufacturer

In 1996, Markus Riese and Heiko Müller were students with a brilliant idea. They developed a full-suspension folding bike, with a highly innovative folding mechanism. The "Birdy" became a worldwide cult object and Riese & Müller a renowned premium bike brand for everyday bicycles with full suspension. The focus on e-bikes and the related growth made a realignment of the brand Riese & Müller necessary.

Because we believe

What is the difference between Riese & Müller and others? Is it their focus on the production of exclusive full suspension bikes? Or the unusual frame design? In an almost playful process we linked the motives of the entrepreneurs Heiko Müller and Markus Riese, the employees and the customers and with our experience in the bicycle industry; we were convinced that there is one thing that turned Riese & Müller into what it is today: Everything follows the philosophy “because we believe”.

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The Riese & Müller "personalities"

Also the people who are connected to Riese & Müller “believe” - especially the customers. They are not only convinced of the bicycles of the premium manufacturer but they have clear ideas, strong opinions and usually a conviction. Riese & Müller is for personalities. The user is therefore an essential part of the communication of Riese & Müller. Just like the flamboyant photographer André Rival, the professional boxer Nicole Costatini or the science journalist Jean Pütz - perfectly staged by photographer team Olaf Becker and Meike Lacour. The result is a completely different look of a bicycle brand that stands out from the industry.

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A change in perception

The new power of the e-bike segment, the importance of traditional everyday bikes and the relevance of the Birdy community are fulfilled in a threefold division of the communication. Three catalogs deal with the diverse needs of the target groups and vary in approach and layout. We changed the corporate design successively, so that identical positioning and external communications are consistent.

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A brand is getting electrified

Riese & Müller is a very technical brand but it’s getting younger and thus changes an entire bicycle market. E-bikes are no longer faster walking aids but an expression of dynamism and freshness. E-Bikes are a new form of mobility. The positioning of Riese & Müllers as a technical innovative and demanding manufacturer of high-quality bicycles remains in the core. But somehow different.

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Dealer communication

The new approach of Riese & Müller is also reflected in the dealer communication, from sales to display material.

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A new corporate design

The reframing of the brand evoked a need for a modernized corporate design, which was launched with the cycling season kick-off 2013. The idea was to capture the companies’ claims to substance, technology and premium and additionally preserve Riese & Müller as a manufacturer. For this self-understanding the original word-image logo was transformed into a strong word-mark, which is defined only by typography and reflects the brand Riese & Müller with all it stands for. New matching fonts were defined and communication media was revised. Besides the corporate design the brands claim is also represented on the bikes. The bike frame now is dominated by the brand itself and in addition the unified model logos transport the idea of sportiness and dynamism.

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A website dedicated to bicycles

Riese & Müller started the bicycle season kick-off 2013 with a completely revised website. Concept and design are inspired by the brand strategy and the corporate design. The focus is on the bicycle, therefore the product design can unfold its full effectiveness. Exciting stories for example about the company history, videos of employees describing the bicycles, interviews with the Riese & Müller "Personalities" and much more can be discovered.

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