Norco Bicycles rebrand

Category: Brand identity – Rebrand; Entrant: Concrete

Norco bicycles rebrand

Norco is a manufacturer of premium mountain bikes, with a history dating back more than 60 years. The company had lost focus in recent years due to the diversification of its product line into road bikes, city bikes, children’s bikes, etc. Norco made the strategic decision to get back to its roots and focus on its core product offering, which warranted a brand update to reflect its refocus.

The revamped brand involved many aspects. Along with communicating the engineering innovation of the company’s product line, the brand story prominently featured Norco’s unique location. The north shore of the Vancouver region of British Columbia is a mecca for mountain bike riders around the globe, who flock to the area to test their skills on the most challenging trails in the world.

Additionally, conveying the sheer exhilaration of the mountain biking experience was another key aspect. Central to communicating this was the development of a custom ­variable-width typeface, which provided a palette for dynamic visual storytelling.

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Design Studio: Concrete
President: John Pylypczak
Managing Director: Jordan Poirier
Director of Design: Jonathon Yule
Senior Designer: Jessica Johnstone
Designers: Russ Milligan, Zilin Deng
Directors of Client Services: Aurora Ratcliffe, Clarence Kwan
Production Design: René Ostetto
Photography: Sergi Barnils, Josh Dooley, Bruno Long, Sven Martin, Valentin Popineau, Hanna Retz, Ben Schleith, Riley Seebeck, Dave Smith, Andy Vathis
Clients: Peter Falk, Chester Jones