Bobos Bikeshop
Brand Identity
Brand identity and strategy for Bobos Bikeshop in Stuttgart/Degerloch.
When Bobo, Nikolas Betzler, made his inquiry to Bartholomaedesign, it was not yet clear that it would become such an exciting and extensive project for the agency.
He, a part-time bicycle mechanic, wanted to be perceived more professionally in Degerloch/Stuttgart. He planned to go fully into the bicycle business. He was about to move his previously small workshop to larger premises. But first, it was important for him to develop a new logo and a new brand identity. His previous logo worked with his nickname “Bobo” and the image of a bike in front of a mountain peak. The name was adopted by Bartholomaedesign for the redesign, as “Bobos” was already a household name in Degerloch at the time.
When analyzing the logos of other bike stores, it was noticeable that an abstract bike or a wheel with spokes was often depicted. However, no one reduced the wheel to just a circle. This obvious approach had not been used before. Bartholomaedesign therefore decided to add just a simple blue circle to the name “Bobos” as a synonym for the wheel.
The small font with its circular letters supports the association of mobility. The combination of font and image logo results in a simple, coherent expression. Embedded in carbon black, the blue circle unfolds its full effect. Carbon is a frequently used material in bicycle construction. In terms of color, it is not a deep black, but rather a dark, matt gray. This material has many special properties and gives every object a sophisticated look.
The agency invested a lot of time to achieve the impression of carbon black in the print results. For business cards and order confirmations, it was sufficient to dispense with deep black when printing. For banners and window foils, it was necessary to define the ideal shade of carbon black. Colors and color values have an unconscious effect. Psychologically, it makes a difference whether a window surface is designed in deep black or in this warm, matt and velvety dark gray tone of carbon.
Together with the company ‘Herz und Form’, the agency created a bright blue circle that displays the logo above the entrance to Bobo's bike store. In the center of the bike workshop is a reception counter in CI blue. The walls are in “Warm Grey”, while the work platforms are designed with rubber mats and coated wood in anthracite. Perforated walls for attaching tools or accessories add a silver element to the CI look.
The retail design of the bike store is listed as an example of innovative store design in the Retail Design International book Vol. 7 by Avedition. The project is presented separately and in detail by Bartholomae Design. Learn more
The agency also developed the design for the car wrapping. A truncated, enlarged circle was chosen for Bobo's black VW bus to combine attention, dynamism and sportiness in the advertising design.
Bartholomaedesign created professional photographs for Bobo's visual language and website. The photos were taken in the workshop, on trails in Stuttgart and in the studio to showcase the selected accessories and the bikes on offer in the best possible light.
The dark-mood studio shots match the look of Bobos and are ideal for outdoor advertising on banners and billboards.
Nikolas Betzler is not only the owner of the bike store - he is above all a passionate mechanic and biker. The authenticity he brings to his business is his trademark. Bartholomaedesign's brand strategy was to emphasize precisely this aspect. Ongoing social media content is essential for this. Since the opening, the agency has been creating Bobos' daily social media posts. Followers can find out more about Bobo, his bike activities, his maintenance tips and his recommendations for accessories and bikes.
Bobo's focus is on bicycle repair. But he couldn't resist offering his favorite bikes as well. The posts and website therefore also feature Pivot models and reports on Pivot events.
The graphic designs for this project for Bobo encompassed all the disciplines of visual communication that Bartholomaedesign offers.
A simple circle as a symbol for a wheel. A small font logo that reinforces the association of mobility with circular letters. Added to this is the color component light blue on carbon black - the ingredients for the Bobos look.
The branding includes business cards, stationery, packaging design, order slips, car wrapping, banners, web design, visual language and the appearance of the bicycle workshop.
Bobo's focus is on the repair of bicycles. The service also includes advice and the sale of selected accessories.
Bartholomaedesign uses all digital media. The website shows Bobo, his workshop, the service and the accessories. Daily social media posts bring the brand to life and promote it.
Nikolas Betzler (Bobo) is not only the owner of the bike store - he is above all a passionate mechanic and biker. The authenticity that he brings to his business is his trademark.
The biker Bobo relies on the high-end bikes from Pivot Cycles - an aspect that the agency emphasizes on the web and on social media.
With numerous reels and stories, visitors learn more about his bike activities, his tips, events, the Pivot bikes and his environment - including his dog Aruna.
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