Knobi Bikes defies the stereotype that custom steel bicycles are reserved for the elite, advocating for a simpler approach to cycling that prioritizes essentials: two triangles, two wheels, a handlebar. Positioned as the industry's unconventional trailblazer, Knobi Bikes redefines cycling for everyone. Their primary audience, aged 25 to 35, including young professionals and mature students, shares a common vision: a preference for affordable, hand-built custom bicycles, a rejection of industry elitism, and a longing to embrace the essence of enjoyable cycling.

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PROJECT OBJECTIVE

Knobi Bikes confronts the considerable hurdle of low brand awareness and the pervasive belief that custom bicycle building is an exclusive and costly choice. This elitist perception has constrained their market reach and hindered growth potential. To address this challenge, Knobi Bikes is undertaking a comprehensive rebranding strategy focused on positioning itself as a high-quality, unpretentious brand for custom steel bicycles. This initiative includes efforts to enhance brand recognition and showcase Knobi as an unconventional force within the cycling industry. The overarching goal is to target Knobi Bikes' ideal customer base and significantly broaden their reach by reshaping the perception of custom bicycles.