| Branding (Re-Branding)/Visual Identity Scheme |
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| Client | Eicher Motors Ltd | |||
| Brand | Royal Enfield | |||
| Agency | Codesign Brand Consultants Pvt Ltd | |||
| Brand History | Royal Enfield is the oldest motorcycling brand in continuous production in the world. Originating in Britain in 1901, RE is now owned by & manufactured by Eicher Motors in India. A dominant player in the premium, leisure motorcycling segment in India, RE has had a loyal but niche following of its classic designs, powerful engineering & legacy. A new vision of growth fuelled the identity redesign. | |||
| Brief |
The rebranding stemmed from RE’s plans of expansion to global markets, & product & business diversification. While legacy was a strong asset for the brand, it needed to connect with a more varied audience, diverse product line & timeless brand proposition of pure motorcycling. The redesign needed to express & consolidate RE’s unique brand of craftsmanship—mindful of its roots and future growth. | |||
| Solution |
The identity redesign emerged from within RE—recognising its organic diversity & ode to human craftsmanship. The retention of hand-painted pin-striping despite increasing mechanisation, became a central element & inspiration in the design of a timeless collective identity. It celebrates diversity with characteristic craftsmanship & yields multiple expressions across product & business verticals. | |||
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