The Four Peas has completed a re-branding of Avon Valley Cyclery (AVC), the leading bicycle retailer and the UK’s number one folding bikes specialist.

With a significant online retail business as well as its bricks and mortar headquarters, in 2007 AVC’s future was threatened by a major new development that caused a sales downturn. Established in the early 1980’s, it had become fragmented in recent years as it grew without a coherent brand identity to hold it together.

Revolution not evolution
The Four Peas identified that as well as being the UK’s number one folding bike dealer, AVC also sells significant volumes of racing bikes, mountain bikes and family ranges. So we had to develop a visual identity that was equally exciting and appealing to these four very distinct market niches – as well as working as powerfully online as in traditional retail settings.

The creative development process quickly established that AVC’s original brief of “brand evolution not revolution” was not the answer. Instead, The Four Peas created a series of compelling design options that immediately generated excitement and anticipation amongst the retailer’s staff.

Fuelling motivation
AVC’s new brand identity does more than take the business forward with its various online and retail customer audiences. It has also galvanised the entire staff team, instilling a new sense of belief in the AVC brand’s potential – and fuelling the motivation vital to take it there.