The Challenge

When is a bike shop not a bike shop? When it’s Melo Velo.

With a clear vision for much more than a simple retail outlet, C4 City Cycles approached thebox to develop a strategic plan for how to create this unique business, combining cycling, health, coffee and community.

The Idea

It became clear early in the discovery that this project was always going to be different and as such, we needed to take a different approach. The strategy called for a unique name and a strong brand that would resonate across a broad market, extinguishing the traditional ‘elitist’ status associated with high end bike shops. This needed to be about community. A place where everyone was welcome. Organic, natural, real and caring.

The Solution

Normally thebox is charged with the development of a new business name in these situations, but in the case of Melo Velo, this actually came direct from the client. We were asked to analyse the suggestion and we instantly fell in love with the possibilities. The monogram that was created represents a heart which stemmed from both the fact that ‘lo Ve’ was actually spelt in the middle of the name and the device being made up of chain links in the shape of an M over a V. This distinctive and extremely clever brand mark would set the tone for not only the usual brand execution but for the shop fitout and many other aspects of the business operation.

The Last Word

Launching in October 2017, Melo Velo is a great credit to owners Magdaleen and Ricus. Their dedication and hard work in developing a unique retail business has allowed thebox to develop an impressive brand that provides a strong platform for the growth of the business. Dynamic, bright, fresh and caring, every execution of this brand from the signage, coffee cups, website, T-shirts and even coffee cards has a sense of authenticity to it that is exuded when you visit the location. Melo Velo has quickly become more than a retail outlet but an experience.

The Award

thebox were awarded a GOLD Summit Creative 2018 International Award for the Melo Velo Rebrand. The Summit Creative Awards recognise organisations internationally who excel in marketing initiatives.

What They Said

“Thank you so much for the fabulous outcome of your branding work. We are over the moon and the more we look at it, the better it gets!”

Magdaleen Arangies-Grimbeek – Owner, Melo Velo

What we’ve done

  • Strategic Planning
  • Campaign Development
  • Brand Development
  • Corporate Style
  • Stationery Suite
  • Design
  • Printing
  • Merchandise
  • Collateral
  • Templates
  • Signage Solutions
  • Photography
  • Video Production
  • Television
  • Radio
  • Press
  • Digital & Social Media
  • Media Planning & Buying
  • Copywriting
  • eNewsletter
  • Website
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