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Chapter2 Bikes

Re-writing The Book On Bike Design

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.

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 bronze in the New Zealand Best Awards Consumer category.