Cooper Bikes is an innovative bike brand from London. Their bikes hide a complete e-bike drive system in the rear wheel hub, build around recuperation. For the launch of the new product line 2021 I helped the brand to reposition in the fast changing bike market with a complete redesign of all frame colors and decals.

The brand’s roots are reaching way back to race driver legend John Cooper, who is the “inventor” of the legendary Mini Cooper. This British racing heritage was one important factor of the repositioning of the brand. By now the Mini Cooper can be seen as a symbol of tradition, but at it’s time it was all about pure innovation.

Cooper Bikes bridges this gap between past and present, between heritage and innovation, in its own unique way. For the right setup, we dived both in the bike and consumer trends to build a market oriented, modern brand that is aware of its origins.