Spending a lot of time product testing, interviewing and embedding ourselves in the company worldwide, our eyes were opened to the incredible amount of detail, hard work and loving attention that had gone into creating the bikes. A2B don't build bikes, they sculpt them. The products are art forms in their own right. To us this meant we had to create a brand with the exact same approach.
We created a striking and monochromatic german aesthetic to the brand. We named each bike after historical and influential engineers. Our art direction resulted in a series of photographic shoots focusing on every meticulous detail. The brand reflected how the product had re-invented the electric bikes market and modernised the way in which consumers view electric bikes - no longer a functional clunky invention, but a modern piece of art.