Product Brand Identity & Collateral
This range has 2 distinct categories. Cross Country (which can be summarised by a lot of uphill) and All Mountain (which can be summarised by a lot more downhill). They are the same but different. The Cross Country bike needed to feel light and fast and the All Mountain needed to feel rugged and capable in attitude.
The results: A successful launch of full suspension mtbs (Vapour & Torrent), 100% sell in and 94% sell through in first year at full budgeted G.P.(This was an unusual result – as they would usually end up discounted).