Blix
Indsutry
E-Bikes
Scope
Brand Strategy
Market
B2C
THE BRIEF
Blix came to Aurra with a candid assessment from their own leadership: the brand was inconsistent, undifferentiated, and lacked a true identity. Everyone in the company had a different answer to the question of who Blix was. The brand was growing, but without a north star to grow toward. The brief was to fix that, to elevate the brand, engage new audiences, and build the kind of community that turns customers into advocates.
THE STRATEGY AND CRAFT
We started where every meaningful rebrand starts, with the big questions. Through vision-casting sessions, stakeholder interviews, competitive audits, and strategic workshops, we worked closely with the founder and his team to establish a clear brand-centric mindset. The Blix brand strategy was built to define not just what the brand is, but why it exists. What does it feel like to ride with Blix? That question drove everything. The voice that emerged was emotive, witty, and full of possibility, a voice that taps into the real emotions of riders and heroes in these stories, empowering people to get out there and enjoy every mile. The visual identity was rooted in the same thinking.
The new brand mark draws inspiration from the bike's two wheels, arranged to suggest movement and forward momentum. The logotype was refreshed for improved functionality and readability. A complete colour and type system, graphic elements, and comprehensive art direction gave the marketing team a solid baseline to execute the brand consistently across every channel, from social media and packaging to in-home advertising and out-of-home campaigns.
THE OUTCOME
Blix left the project with something it did not have before: a clear answer to who it is and what it stands for. A brand strategy, verbal identity, visual system, and art direction framework that unified the team internally and gave the brand the tools to show up consistently and confidently in a fast-growing, competitive market. A north star, and everything needed to navigate by it.
