HONBIKE
Bringing an APAC brand to the West
QUICK RUN DOWN:
Introduced an APAC Brand to Western Markets
Developed a comprehensive brand strategy to introduce Honbike to Western markets. Positioned the brand as an innovative leader, facilitating successful market entry.
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THE DETAILS:
I understand that a brand is not just a logo or a tagline – it's a world of stories, values, and experiences that sets the stage for meaningful connections.
When Honbike, an award-winning e-bike manufacturer, sought to extend its reach beyond the APAC region and resonate with Western audiences, I knew this would be an opportunity to demonstrate my unique brand world building approach.
TLDR;
The rebranding for Honbike wasn't about reinventing the wheel. Instead, I sought to amplify and articulate the brand's already strong value proposition – offering maintenance-free, foldable e-bikes that are perfect for busy city life – in a manner that would strike a chord with Western audiences.
This was done through creative copywriting, meticulous strategizing, and big-picture thinking.
A tangible manifestation of this rebranding was the new brochure I designed for Honbike. Here, we didn't just list features; we told stories.
I painted vivid pictures of a liberating, eco-friendly commute on a Honbike. My design brief was brought to life by their team, resulting in a brochure that's not just informative, but immersive and compelling.
I Developed the Brand Philosophy And Story.
I delved into Honbike's history and mission, developing an origin story that provided a meaningful context for the brand's existence.
This narrative positioned Honbike as a visionary solution to modern urban challenges, drawing parallels with the revolutionary potential of automobiles over a century ago.
By framing the brand as an evolutionary step in urban transportation, I created a compelling, forward-looking brand philosophy: "Adapting to shape your city, your transport, your future."
I Worked as a Holistic Design Consultant.
As part of my commitment to holistic brand, communications, and marketing development, I provided consulting services for Honbike's brochure design.
I outlined creative elements, guided the development process, and ensured that every design decision contributed to a cohesive and engaging brand world.
This involvement ensured that the visual aesthetics of the brand perfectly mirrored its innovative spirit and customer-centric philosophy.
I Crafted the Tagline.
The art of a powerful tagline is about capturing the essence of a brand in a few memorable words.
I encapsulated Honbike's commitment to personalization, urban mobility, and empowerment in the tagline - "Your City, Your E-Bike, Your Way."
This speaks directly to the brand's target audience - city dwellers who value flexibility, convenience, and control in their commuting experience.
I Developed a Western-Centric Tone of Voice
An essential part of a brand world is the tone and voice that it adopts in its communication.
With Honbike, I created a series of on-brand quotes designed to lighten the tone of the communication and project the brand in a positive, friendly light.
These quotes serve as thematic anchors across Honbike's branding assets, reinforcing key brand values and contributing to a consistent brand image.
