In an intriguing blend of worlds, the French electric bike brand, Neomouv, is ushering in a new era by fusing bicycles with fashion. Spearheaded by Sophie Guieysse, a seasoned leader in luxury goods management with an impressive background in Richemont, Dior, and LVMH, the brand has taken a significant leap by introducing the role of a creative director.
Leading this innovative charge is Olivier Schaack, known as the creative director of TV5, and a veteran of two decades with the Canal+ group. Neomouv is trailblazing as one of the first in the bicycle industry to embrace the concept of a creative director.
The allure of bicycles has captivated fashion giants, including Chanel, Hermès, Gucci, and Bikkembergs, and more recently, Jacquemus. Bicycles have evolved into symbols of style and personal expression. Fashion houses have personalized bikes with distinctive colors and offered bespoke, luxurious models. Now, a bicycle manufacturer is poised to make its own mark in the world of fashion.
Neomouv, celebrating its twentieth anniversary, is on a journey to establish itself as a distinct brand with a recognizable image. In an industry often inundated with technical jargon, the company aims to infuse creativity into its products. The vision is to transform what has traditionally been a technical and utilitarian item into a product that elicits a genuine emotional connection with the brand.
Sophie Guieysse, Managing Director of Neomouv, explains, «The electric bike market is dynamic and contemporary, but it lacks strong branding. Often, when you see a bike from a distance, the brand isn’t immediately apparent. We want our logo to be so distinctive that it instantly identifies us.»
Known for its vibrant and vivacious color palette, Neomouv has undertaken a revamp of its logo to reflect a minimalist yet colorful design. The logo now comprises three lines, with shades of green, yellow, and orange, subtly forming an N, an M, and a V. Olivier Schaack has also curated a concise color palette, featuring sixteen shades. «We have chosen twelve permanent colors that harmonize with the logo and four colors that will evolve yearly in line with fashion and lifestyle trends,» he elaborates. The new colors are poised to resonate with the latest collections of fashion houses and lifestyle labels.
The creative director’s touch extends beyond aesthetics, encompassing all aspects of communication, the graphic identity, the website, the application, and the brand’s presence on social networks. This holistic approach serves to bring authenticity and coherence to Neomouv’s new image. The brand, which offers a diverse range of twenty-five bicycle models and sells approximately 30,000 bikes each year, is embracing a new era of creativity and style.
In this innovative convergence of fashion and electric bicycles, Neomouv is poised to chart a unique path and redefine the boundaries of the bicycle industry.
