KATUSHA

We're not into compromises. Promise.

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.

Industries

  • Entertainment,
  • Specialised Retail.

Skills

  • Strategy,
  • Brand Design,
  • Retail Design,
  • Packaging.
Katusha, cycling

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.

Behind the "K"

The "K" was the perfect element to suggest the Russian roots of the brand while remaining legible for a global audience. It has become the symbol for the brand and is instantly recognisable.

The Apparel brand

KATUSHA produces premium performance and commuter cycling wear that is developed and tested by Pro riders. Working hand in hand with the pro team, they are constantly exploring new and innovative ideas in order to deliver the next generation of apparel & gear which will strongly enhance the ride.... style meets performance.

The Pro Team

For ten seasons, Team KATUSHA ALPECIN has competed at the highest level of cycling; first in the ProTour and currently in the UCI WorldTour. Straight from the first racing season in 2009, KATUSHA took its place among the elite of professional cycling and continues this day to produce a winning mindset among the riders and staff.

Since the start of the team there have been more than 236 victories, including prestigious wins in the monuments Milan-Sanremo, Tour of Flanders and Il Lombardia, as well as stage wins in all Grand Tours.

A cycling Community

The KLUB, a cycling community and loyalty program, is designed to bring cyclists together around the world in partnership with KATUSHA. Whether you are professional, amateur, commuter, beach rider or whatever, there is a place for you in the KLUB. Online, offline, events, workshops, advise, you name it … the KLUB can go in whichever direction the members decide. And all the while members will be earning K-points which can be redeemed in a variety of ways, including members-only events with the pros.

KATUSHA is an all-inclusive new way of life

for cycling fans everywhere.

Pictures 
Olivier Seignette
Kathrin Schafbauer
Sean Hardy
Benedict Campbell
Marco Muller