Introducing Bike House: The story behind our rebrand

As many of you may have already seen, we have gone through a huge rebranding, with a new name, new website, new store and an entirely new look.

However this doesn't mean we have completely changed; we are still the same people, the same family, with the same values and goals.

This marks a significant milestone in our journey and provided us an opportunity to reflect on everything that we stood for, everything we valued and everything that we aspire to become.

Why did we rename to Bike House?

We spent a long time reflecting on our core values, what we stand for and who we want to be and after much thought decided that a new name would better represent who we are.

Bike House feels like a natural repositioning from Cycle World. It speaks of family, making people feel welcome, inviting customers to our home, whilst a nod to our reliability (strong like a house). It is more modern as we strive to be ahead of the curve in everything we do and all encompassing for the variety of bikes and customers.

We want our stores to be a place where people feel at home, a house that's dedicated to our riders, where they are listened to and are a part ofour family and community.

Our Journey so far

Matt, Ray and Cassie started Cycle World Blenheim in 2008 and joined forces with Paul to create Cycle World Dunedin in 2011.

The business has been continuously evolving ever since; In 2014 came our advanced Bike Fit studio with 3D data capture technology, then in 2019 we expanded to add a dedicated service center above the store and now with our rapid growth,we are opening a second store. This store will be our Lifestyle store, catering for adventure and urban riders, allowing the current store to be our Sports store, focusing on our performance riders.

The Process

We worked with an incredible brand agency The Bold, their process for creative strategy involved developing themes that really defined who we are. These themes inspired the thinking and was a guide for all of the creative output.

Following this, the use of mood boards were used to explore how the creative approach can help associate our brand with these themes.

Our Themes:

Family | Passion | Innovation | Reliability

From this the logo and colour themes were created.

Our colours were chosen based on our home, Otago and the palette of the landscapes in which we ride.

Our logo was designed to incorporate the home/house and the bike, we love this design as it's so simple but incorporates everything we are. Bike House.

Our Values:

We spent a long time reflecting on our core values and after much thought decided that a new name would better represent who we are.

Share the stoke

We live and breathe cycling, and we aim to share this passion with as many people as possible.

On the front

We strive to be ahead of the curve, lead the way, to keep learning and to share this knowledge. If there's no trail, we make our own.

A positive impact

We do our best to make a positive impact as a business. We help people reduce their carbon footprint by cycling, and try to minimise our negative impact on the environment.

Products we believe in

We want the absolute best for our fellow cyclists, so we only sell products that we ride and believe in.

Exceptional experiences

We put a huge amount of effort into making every customer experience unique and special, no matter how many times they have visited us.

Community is key

By helping to build our cycling community we stay connected with our customers, learn more about them, provide a sense of belonging and a passion for cycling in the generations to come.

Send it!

As a team we take pride in being confident and positive. It's an energy that unites us and provides the boost to do exceptional things.

 

It's not all change

Behind the new look we are still the same company and team dedicated to providing you the best possible service and bike knowledge.

We're incredibly proud of where we are and the work that we do but it wouldn't be possible without the hard work of our team and the community that is always supporting us.

We owe this rebrand to all of you.