From Garage Start-up to Global Player
woom bikes are innovative children’s bicycles, invented in a Vienna garage in 2013 by two bikemad dads. To adapt the brand and its growing product range to new markets, target audiences, and media, and to break free from the perception of woom as a toddler brand, we strategically evolved our brand design. A cleaner logo, fresh geometric typefaces, diverse patterns, playful illustrations, and a clever design system now communicate woom as a grown-up, responsible partner that has kept its curiosity and playful spirit.

Redesign Objectives
To leverage the insights we gained from a comprehensive market research study in 2021 for our business success and global growth, we needed to establish our brand on a new, strategic foundation and develop a visual identity that would match this new strategy. Efficiently addressing our three main target groups – Caring Parents, Active Families, and Deciding Kids – each with their own wishes and needs, was crucial here. At the same time, we had to navigate the challenge of entering the market as a brand for young children while remaining attractive to older kids.

In the initial phase, this meant revising our product brand strategy. We therefore divided our product worlds into strong sub-brands, each with its own unique personality and design style. All of them now fall under the matured woom umbrella brand which embodies our core values of responsibility, courage, and joy. This strategy ensures woom’s relevance and allure across all target groups.

As a subsequent step, we crafted a sophisticated design system, complete with a carefully developed design grid. This system enables us to seamlessly scale our brand across all sales channels and media, while consistently keeping our audience in mind and ensuring a standout brand presence.

Results of the Redesign
In essence, our corporate redesign is not merely an aesthetic facelift of our visual identity. Rather, we used market research data to evolve our brand and strategically derived the needed changes to our corporate design from this evolution.

Our new corporate design lets us speak authentically and eye-to-eye with each of our target groups. The redesign has also given a positive lift to how people perceive the woom umbrella brand.

Moreover, our fresh brand identity shines with innovative and highly creative elements, positioning woom as a captivating brand that stands out and grabs attention.
Beyond contributing to our business success, the evolution of our brand strategy and our design overhaul have also fueled our mission to inspire millions of children to fall in love with cycling and, in doing so, make the world a better place.