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Enhancing
a Powerful Brand
Challenge
Rebranding
Bell
Racing's
helmet
business
presented
Torque
with
an
opportunity
to
inject
spirit
and
visual
appeal
to
a brand
whose
consumer
audience
is
trending
younger
and
growing
boundlessly,
with
the
popularity
of
NASCAR
and
other
racing
sports.
Solution
After thoroughly reviewing the competition, we recognized immediately that the black and blood red of Bell's identity could be brought into better service of the brand. We saw that Bell could distance itself from the pack by employing a dramatic illustrational style that would appeal to its younger consumers.
Result
These strategies, along with our brand positioning line "Live to Win," combined to create a print piece that showcases Bell's helmet product line, and illustrates the technology behind it, with beauty and persuasiveness.
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