Hercules 2014

A new voice for PMNCH

BRAND STRATEGY + BRAND IDENTITY

COMMUNICATION STRATEGY + IDENTITY SYSTEM

COMMUNICATIN STRATEGY + IDENTITY SYSTEM

COMMUNICATION STRATEGY + IDENTITY SYSTEM

Inspired by the Greek hero Hercules, our new identity for the Hercules bike by TI Cycles celebrates its sporty, heroic and adventurous image by taking on a bold and aggressive stance.

Rebranding Hercules
Hercules Cycle and Motor Company was originally established in England in 1910. In 1946, Edward Crane sold his business to Tubes Investments, who inherited the Hercules brand. One of two leading cycle brands of TI, Hercules has a strong presence in the Mountain Bike segment. The existing symbol with an H did not imbibe the characteristics of the mythical Greek hero Hercules. TI Cycles approached us to reinvigorate the brand to appeal to youth by an identity with distinctive character.

Inspired by the Greek hero Hercules, our new identity for the Hercules bike by TI Cycles celebrates its sporty, heroic and adventurous image by taking on a bold and aggressive stance.

A new lease for Hercules
TI Cycles, which is part of the Murugappa Group, hired us to recreate branding for Hercules, a foremost product in the MTB segment targeting teens and young adult males. The new identity takes a bolder and more aggressive stance, drawing from the character of the Greek hero Hercules who wielded power and passion. Aiming for youth from 8 years to 25, the identity had to portray the bike as sporty, heroic and adventurous. Making associations ranging from Animax and Wolverine to Akshay Kumar, we connected with images of valor, power, endurance and free spirit. Through this, a will to push for limits became the central focus.

Inspired by the Greek hero Hercules, our new identity for the Hercules bike by TI Cycles celebrates its sporty, heroic and adventurous image by taking on a bold and aggressive stance.

A new lease for Hercules
TI Cycles, which is part of the Murugappa Group, hired us to recreate branding for Hercules, a foremost product in the MTB segment targeting teens and young adult males. The new identity takes a bolder and more aggressive stance, drawing from the character of the Greek hero Hercules who wielded power and passion. Aiming for youth from 8 years to 25, the identity had to portray the bike as sporty, heroic and adventurous. Making associations ranging from Animax and Wolverine to Akshay Kumar, we connected with images of valor, power, endurance and free spirit. Through this, a will to push for limits became the central focus.

Inspired by the Greek hero Hercules, our new identity for the Hercules bike by TI Cycles celebrates its sporty, heroic and adventurous image by taking on a bold and aggressive stance.

A new lease for Hercules
TI Cycles, which is part of the Murugappa Group, hired us to recreate branding for Hercules, a foremost product in the MTB segment targeting teens and young adult males. The new identity takes a bolder and more aggressive stance, drawing from the character of the Greek hero Hercules who wielded power and passion. Aiming for youth from 8 years to 25, the identity had to portray the bike as sporty, heroic and adventurous. Making associations ranging from Animax and Wolverine to Akshay Kumar, we connected with images of valor, power, endurance and free spirit. Through this, a will to push for limits became the central focus.

Inspired by the Greek hero Hercules, our new identity for the Hercules bike by TI Cycles celebrates its sporty, heroic and adventurous image by taking on a bold and aggressive stance.

A new lease for Hercules
TI Cycles, which is part of the Murugappa Group, hired us to recreate branding for Hercules, a foremost product in the MTB segment targeting teens and young adult males. The new identity takes a bolder and more aggressive stance, drawing from the character of the Greek hero Hercules who wielded power and passion. Aiming for youth from 8 years to 25, the identity had to portray the bike as sporty, heroic and adventurous. Making associations ranging from Animax and Wolverine to Akshay Kumar, we connected with images of valor, power, endurance and free spirit. Through this, a will to push for limits became the central focus.

Inspired by a lion’s mane
The most spirited and famous of the Herculean tasks is the hero’s encounter with the lion. The lion’s head with a mane, conjures up brawn and aggression. The warrior’s shield is a symbol of protection and valour. We merged the lion’s head over the shield with the concept of “Stealth Warrior”, to show a bike that was adventurous yet reliable. The brand program took off from this concept. The powerful symbol with the H at centre, conveys strength and agility making Hercules relevant for today.

Placement of the symbol
With the idea of reviving Hercules in modern light, we endeavored to design an identity that is classic yet contemporary. The crest of a bike often goes unnoticed but we wanted to use this to advantage to showcase this image. We planned for the emblem to be displayed on several parts of the bike, while the logotype with the name would be standard on bike parts.