For over 35 years, Delta Cycle has successfully created and sold products in the cycling industry. They have also had a presence in the home organization and storage business with the brand, The Art of Storage along with a range of separate branded product lines. New market opportunities, low consumer awareness and increased retail competition created a need to develop Delta Cycle’s brand architecture, strategy, platform and identity.
We consolidated Delta Cycle’s brands to a single master brand and simplified the naming structure to delta. This gave delta the needed flexibility to create products for new and existing categories without alienating or confusing their wide-ranging consumer groups. So the new logo and brand identity needed to express Delta’s smart, design-driven approach to product development. The resulting look was bold, contemporary and accessible to a broad audience.