NEOMOUV gets inspiration for its e-bikes from the world of fashion
51 days ago
La Flèche, France, October 2023 – In a booming e-bike market, NEOMOUV stands out. Known for its cheerful, bubbly colors, the Sarthe-based brand now is taking things one step further by creating the position of an art director. Olivier Schaack, art director of TV5 Monde and a former member of the Canal + group, has been entrusted with this mission: to draw further inspiration from the world of fashion and contemporary trends for the bicycle as everyday object. NEOMOUV thus reinforces its uniqueness. To celebrate its 20th anniversary this year, the French brand has also unveiled two new artistic collaborations, with STOUL Peintresse and XKuz.
In a booming e-bike market, it’s hard for new converts to two wheels to choose a bike and recognize a brand. NEOMOUV’s aim has always been to draw inspiration from fashion trends to make its bikes unique and recognizable at first glance.
Continuing with this philosophy, the electric-assist bike specialist, which celebrates its 20th anniversary this year, has taken a new step by creating the position of an art director, entrusted with Olivier Schaack, who brings extensive experience in the audiovisual and digital sectors to the job. Olivier Schaack spent nearly 20 years as art director for the Canal + group. He is currently artistic director of TV5 Monde. His mission is to structure NEOMOUV’s approach with rigor and consistency across all media, from bike frames to communication tools, campaigns and social networks. “A brand needs to be unique and stand out thanks to visual elements that create preference. When they succeed in doing so, some brands no longer need their name to be recognized. How can we do this for a brand of e-bikes, with its technical requirements and a public that is discovering or rediscovering cycling for environmental or economic reasons?” asks Olivier Schaack.
The response is summed perfectly in NEOMOUV’s tagline: “The hardest thing is choosing the color” – color to stand out in a sector where dark tones, from grey to black, still dominate. “Some bicycle brands are recognizable by the design of their models and offer one or two iconic models. That’s not our market. We offer a wide range of twenty-six bicycle models (urban, folding, hybrid and MTB) for a broad public. From the outset, color, inspiring joy and pleasure, was part of NEOMOUV’s DNA,” comments Sophie Guieysse, NEOMOUV’s Managing Director. In the soft mobility segment, the brand aims to offer bicycles that are easy to use, reliable, affordable, and colorful.
At the beginning of 2023, NEOMOUV presented its new, minimalist, but colorful logo: three strokes revealing an N, an M and a V in green, yellow and orange. For the bicycles, the color range has been reviewed and reduced to 16. “We have 12 permanent colors that are in harmony with the logo, and 4 colors that will change each year according to trends,” explains Olivier Schaack. The new colors will be in line with the latest collections from fashion houses and lifestyle labels.
To realize its design vision, the company can rely on its own industrial facilities. In June, NEOMOUV acquired its Portuguese partner, UNIBIKE, a specialist in assembling and painting. This acquisition enables NEOMOUV to control part of its supply chain and deliver customized models in small series. “We already deliver bikes to local authorities in their own colors,” explains Sophie Guieysse.
NEOMOUV, the e-bike purist, is celebrating its 20th anniversary with two artistic collaborations: contemporary urban art movement artist STOUL Peintresse and painter/plastician XKuz (Fabien Mazé). The two artists were able to express themselves on the ELAIA 2 urban model. The result: two unique bikes with artsy, urban designs to showcase the UNIBIKE’s experience in paintings. For more information on NEOMOUV, visit www.neomouv.com or on Social Media : https://www.facebook.com/neomouv and instagram.com/neomouv