Design research showed us that 51% of the male flemish cyclists own a racing bike, while only 3% is for professional use. However, all the high quality bikes are marketed towards this niche audience of pros. That’s why we positioned u.bikes towards the non-professional who wants a high quality clean, minimal and elegant bike. Customisation enhances the customer and user-centered approach..



The branding is sober and to-the-point, focussing on the elegance of the bike itself. Subtly placed accents make up the visual design language . The brand values: motivation, elegance and personality are carried out to touch points like the website, socks and t-shirts .