Wim cycle reBranding

Established in 1972, Wimcycle is the market leader as children's bicycle in Indonesia with a market share of 60% in the market. In addition to producing child's bicycle, Wim Cycle also produces bicycle for adults however the market is questioning on the quality of Wim Cycle's adult bicycle compared to competitors as the brand has always been known as a child's bicycle producer.

The brand challenge is how to manage the brand perception of Wim Cycle's range of products to fit with the target market.  

Rise Indonesia provides a brand positioning recommendation and a new brand architecture strategy for Wimcycle. We recommend two new brands that can stand alone outside the umbrella brand Wimcycle, which are Thrill and Adrenaline. With this architecture approach, Wim Cycle still stands as the main brand to endorse the sub-brands, and at the same time are better able to manage each brands' product offerings to the right target market; Thrill as middle-class brand with the type of hard tail while Adrenaline as an upscale brand with a full suspension bike.