BikeBiz Bicycle and cycling retail news
The Boardman Bikes design team picked up the winner’s award in the Sport, Leisure and Travel category of the Benchmark Design Awards in front of a packed audience at the Waldorf Hotel earlier this week.
Mark Harper, creative director of Bonbon London, the creator of the Boardman Bikes branding package, said:
“To be recognised for creating excellent design is in itself fantastic, to be placed amongst and win against such prestigious companies with substantial global marketing budgets is equivalent to a David and Goliath achievement."
Bonbon created Boardman Bikes’ identity, packaging, in-store environment, clothing, accessories, printed material, advertising and website. The featured case study on the Bonbon website is of Boardman Bikes.
The company worked with Halfords’ in-house team and other agencies to ensure that the brand is consistent.
Boardman Bikes launched to critical acclaim in the summer, and the bikes are available exclusively via Halfords. Halfords said the launch range has out-performed initial sales forecasts.
An Elite range will be available in Halfords and specialist IBDs early 2008 with a aerodynamic carbon fibre time trial frame followed by an aero road frame later in the year.
