The brief:
The B75 was created out of a desire to have a Brompton at a more accessible price point targeted towards a younger audience.
The creative features a mix of minimal still-lifes in domestic scenes offset with messaging comparing the monthly cost with relatable habits and outgoings that would resonate with 25-35 year-olds.
For the art direction, I wanted a big shift in the aesthetic that looked more like contemporary homeware (considering these things spend a lot of time in people’s living rooms) rather than what one would expect from a bicycle company.
The messaging was all about these bikes being money and time-saving life hacks.
