2023-10-11 19:52:54
When the bicycle fully enters fashion… The French brand of electrically assisted bicycles (VAE) Neomouv, which last year took on as its general director the top luxury manager Sophie Guieysse (ex-Richemont, Dior and LVMH) , has just created the position of artistic director, one of the first, if not the first, in this universe. This is Olivier Schaack, artistic director of TV5, who spent twenty years with the Canal+ group.
the new Neomouv logo – RouleMarcel agency
Throughout time, from Chanel to Hermès via Gucci, Bikkembergs and more recently Jacquemus, fashion houses have been interested in the bicycle, which has become particularly fashionable in recent years. They in turn wanted to dress the bikes in their colors or offer their own luxury models. It is now the turn of a two-wheeler manufacturer to cross the border.
Neomouv, which is celebrating its 20th anniversary this year and launched two collaborations on this occasion with street artists Stoul Peintresse and XKuz, aims to become a brand in its own right, identifiable by its image. “In general, the discourse is very technical around the bicycle. We want to bring a more creative side to it. The idea is to make a technical and utilitarian product a consumer product, by creating an emotional relationship around the brand” , explains Sophie Guieysse.
“The electric bike market is very dynamic and modern, but it is not branded at all. Often, when you look at a bike from afar, you don’t see its logo. But we want our logo to be recognizable in order to be immediately identifiable,” she continues.
Known for its joyful and sparkling colors, Neoumouv therefore worked on a new minimalist and colorful logo with green, yellow and orange composed of three lines revealing an N, an M and a V. Olivier Schaack also reviewed the color palette, which has been reduced to sixteen shades. “We have twelve permanent colors which are in harmony with the logo and four colors which will change each year according to trends,” he explains. The new colors will be aligned, in fact, with the latest collections from fashion houses and lifestyle brands.
The new artistic director also reworked all the communication, the graphic identity, the site, the application as well as the expression on social networks in order to give consistency to the new image of the brand, which offers twenty-five models and sells around 30,000 bikes per year.
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