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Montra Cycles

BRAND IDENTITY

Power, mobility, and lightness.

We created the branding for TI Cycles’ new bicycle Montra - ‘fly like an eagle’ inspired by a strong personality, mobility, and flight.

Why did the bicycle have two brand identities?

For the launch of the new bicycle Montra in the market, TI Cycles envisaged a strong, distinctive identity that would garner a cult following amidst bicycle enthusiasts. Aimed at young people who aspire for social visibility, the Montra was designed to combine exercise with fun. With a carbon-fiber frame, the bike stands for mobility and flight - spurring the rider to blaze their own path.

Our main challenge was to successfully turn over a project that had previously run into legal issues. We were asked to take up the project after the previous design agency had created a logo, which had been rejected in the final stages, as it closely resembled an existing identity. 

How did we brand the Eagle? 

We chose ‘The Eagle’ as the main symbol as it captures the product’s main values, power, lightness, and flight. After extensive research, we found that bicycle logos need to be able to fit in restricted areas and still get your attention across different parts of the bike and its accessories such as the crossbar, front shield, or helmet.

Our identity system for Montra consisted of a logo and a logotype. The logotype was aligned across the main down-tube for maximum visibility. The logo was fitted as a three-dimensional display on the crest. 

The superfluous merge of graphics with the product features created a bike with a superlative appeal and personality aimed to resonate with cyclists in India.

Fly like an eagle with Montra

A successful brand identity is like a unique fingerprint. The eagle as a symbol is internationally recognized, but the form and shape we gave it put Montra in a special place. We are proud that we created a symbol that distinctly stands out amongst hundreds that draw inspiration from the majestic eagle which perfectly depicts the bicycle’s value proposition.

Team

George John
Mohan Godwal
Anthony Lopez

Support

Raj Kishor Gupta
Zeena Lopez

 

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