01
01
Skyline
Skyline
Client
Client
Skyline
Skyline
Type
Type
Strategy
Strategy
,
,
Branding
Branding
Year
Year
2025
2025
About
About
An FMCG brand identity forged in the discipline and style of the ride.
An FMCG brand identity forged in the discipline and style of the ride.
Skyline arrived with the technical backbone of a seasoned OEM manufacturer. But operating solely as a manufacturing partner brought increasing margin squeeze, limited brand ownership, and value captured by intermediaries.
Skyline arrived with the technical backbone of a seasoned OEM manufacturer. But operating solely as a manufacturing partner brought increasing margin squeeze, limited brand ownership, and value captured by intermediaries.
Through years of the production, Skyline identified a market gap: a lack of sporty brands that balance performance and refined aesthetics across sports scenarios. This created a strategic opportunity to transition from manufacturer to brand owner, with the ambition to build a truly owned premium performance brand.
Through years of the production, Skyline identified a market gap: a lack of sporty brands that balance performance and refined aesthetics across sports scenarios. This created a strategic opportunity to transition from manufacturer to brand owner, with the ambition to build a truly owned premium performance brand.
We began by defining the cultural posture the brand needed to occupy, then shaped the brand identity around an audience that seeks to signal an active lifestyle. Cycling became the lead cultural anchor because it expresses the traits Skyline needed to own: discipline, speed, and precision. From this strategic centre, we built the creative direction and identity system underpinning the FMCG branding.
We began by defining the cultural posture the brand needed to occupy, then shaped the brand identity around an audience that seeks to signal an active lifestyle. Cycling became the lead cultural anchor because it expresses the traits Skyline needed to own: discipline, speed, and precision. From this strategic centre, we built the creative direction and identity system underpinning the FMCG branding.
Skyline needed a partner who could bring cultural and strategic foundations needed to compete as a premium performance brand. The category itself is noisy, dominated by brands that leaned heavily on camping, weekend outdoorsy cues or playful Gen Z aesthetics. To build a brand identity that could cut through, we began with a full market research phase to understand the cultural white space.
Skyline needed a partner who could bring cultural and strategic foundations needed to compete as a premium performance brand. The category itself is noisy, dominated by brands that leaned heavily on camping, weekend outdoorsy cues or playful Gen Z aesthetics. To build a brand identity that could cut through, we began with a full market research phase to understand the cultural white space.
