Fernwheel
·
Brand
A bicycle brand that stopped apologising for being expensive
Client
Fernwheel
Year
2026
Services
Brand strategy, Identity, Packaging, Website
Fw
Naming · Identity · Packaging
The problem
Fernwheel builds bicycles that cost three times the market average and last ten times longer. Their old identity — a green leaf, a rounded sans — said “eco-friendly budget option”. Sales conversations started with price every single time.
What we did
We renamed nothing and redesigned everything. A heavy engineered wordmark, a single colour that reads as industrial rather than organic, and packaging that treats the bicycle like a watch. Pricing moved to the first screen of the website on purpose.
Results
+41%
average order value (demo)
2.3×
direct-to-consumer sales, first quarter (demo)
−58%
price objections in sales calls (demo)
Demo content. Client names and figures are fictional examples supplied with the template.
Where the brand sits
Before and after,
on one map.
The quadrant the brand occupied when we started, and where it sits now. Axis labels come from the CMS, so every case can tell its own story.
What we delivered
The brand,
layer by layer.
From the promise at the top to the proof at the bottom. Edit the layers in the properties panel — no design tool needed.
Chart slot — drop a Gantt Chart, Sankey Flow or Customer Journey Map here
Insert from Marketplace → Components, then delete this frame. See the setup guide, section 4.
Image slot 01 — Hero — product on a flat colour
Image slot 02 — Detail 01
Image slot 03 — Detail 02
Image slot 04 — Website or app screen
Image slot 05 — Guidelines spread
The first time a customer said “of course it costs that much” we knew the brand was working.
Mara Holloway, Co-founder