MOMENTUM.
BIKES FOR TOMORROW.

In 2023, the GIANT subsidiary Momentum is debuting in Germany and looking to gain a strong foothold on the fierce E-bike market. We were tasked with shaping the brand’s first appearance for a powerful and lasting impact.

Momentum riders are young, urban and incredibly vibrant. To address this target group, we created a uniquely illustrated design language that is as stylish as it is modern.

Convincing retailers of the brand’s potential was a crucial first step. We opted for a printed catalogue showcasing the two flagship models available at launch, supported by that same playful design.

As a brand takes new and unconventional routes, so must the design that accompanies it. Momentum is embracing an all-online purchasing model to accommodate their target group. Likewise, our proposed B2C marketing heavily relies on online measures and utilizes the full bandwidth of social media.

With traditional measures, we aim to meet urban cyclists on their home turf, bringing eye-catching designs right to their doorstep.