This is a project from 2005 of the rebranding of Decathlon Cycle into b'Twin.

b'Twin was originally the name of the hero product of Decathlon Cycle and its name has been preferred to become the name of the brand.

 

BTWIN is the world leader in the cycling market with more than 3.7 million bikes sold internationally. Designing best value for money bikes, accessories, equipment and spare parts is the brand’s obsession. Innovation and design are at the heart of the brand’s project making cycling an easier and more attractive option.

 

Landor has developed the new identity, branding system (packaging, website, product branding, POS...)

I was leading the creative team at Landor Paris and also involved in creative sessions with the internal Decathlon team (Design, Product managers, Marketing & Sales)