Katusha
Built on the foundations of the ProTour team, KATUSHA decided to gear up in order to become a reference at the head of the peloton. With this ambition, design played a major role in defining a concept that would captivate passionate cyclists, young or old, amateurs or pro, for whom performance is a factor for self-fulfilment.
Challenge
Modernising the KATUSHA identity, while maintaining a link to its roots. Accompanying the client in the creation of a new business model. Weave a complete and coherent story integrating the sport of cycling and the history of the team. Exceeding the traditonal codes of a cycling team and making KATUSHA the emotional pivot of an ecosystem.
Solution
In order to develop brand recognition, we created a whole ecosystem around the cycling team. This included a brand for a highly technical and trendy range of apparel, a café-truck and pro-rider sporting trips. A complete KATUSHA experience. By creating a brand, we revealed a strong but hidden identity. Telling a story, developping the codes of identity and creating an ecosystem in which each activity serves the other.
