Challenge: When designer, architect and bike racer Mike Pryde wanted to launch a new, technically advanced bike frame online, he needed to build the Chapter2 brand from the ground up.

Solution: To complement the bike frame’s clean lines and technically advanced construction, Onfire’s restrained graphics and “The road less travelled” brand story were rolled out across packaging, apparel, ecommerce website, stationery as well as the frames themselves.

As for results, the first year sales target was reached within a matter of months and demand has outstripped supply. Chapter2 was awarded a prestigious Red Dot Award, three New Zealand Best Design Awards and Good Design awards in Australia.

“Working with Sam and his team at Onfire was an inspiring experience. They clearly understood the brief and what we were trying to achieve with Chapter2 which was often difficult to explain or visualise.

Within days of our initial meeting we had the basis of a new brand and from there their creative team were able to develop the whole brand DNA, Brand ID and Graphic Design on the product and packaging.

The Chapter2 website was to form a large part of the overall project and the fact that we were building a global brand from NZ made the project complex. Without their expertise the website would not have been completed on time and to the technical and visual quality we wanted.” Mike Pryde, Chapter2 Bikes.

75% of annual sales target have been sold prior to July 1 release and worldwide distribution agreements achieved.