Metrofiets Cargo Bikes
The Challenge
Metrofiets was just starting up a reseller program that would put their cargo bikes in shops across the country. We took advantage of this eight month pre-launch window to develop the brand's story, tone, website, and vendor kit in anticipation of the growing consumer base.
The Insight
We found that cargo bike riders belong to a downshifter movement. They look to simplify their lives using less tech and more community. Many consumers who share these ideals don't see a cargo bike as a reasonable transportation alternative because it appears heavy and hard to steer. Reframing the product viability to curb consumer perceptions would be key to the brands success.
The Concept
We created a Cargo Tribe that reflects the values of these consumers and the brand. It also serves as a category-building social media tool that Metrofiets has founded, supported, and contributed to so that they may reap the most awareness and recognition in the niche category of custom cargo bikes.
Brand Video
Vendor Kit
Metrofiets expanded its retail presence with a re-seller program across six states. We engineered a vendor kit to broaden Metrofiets visibility in these select markets. This kit was conceived to supply the vendors with promotional merchandise and collateral to facilitate product launch and customer engagement with the Metrofiets brand. This kit would be delivered in a rustic, reusable crate; contained in it would be giveaways (t-shirts, sweatshirts, koozies, stickers, and postcards), an over-sized flag for the bike (to drive engagement, awareness, and brand loyalty), and finally, supplemental brand resources, designed to direct and inform vendors of campaign objectives.
