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Rebranding an icon: The perfect escape rebranding concept
Project type
Editorial Design
Date
September 2023
Location
Salzburg, Austria
The rebranding concept for BMW Motorrad Austria's R18 bike centers around the theme of "Heritage meets Modernity."
The R18 bike embodies classic design elements reminiscent of BMW Motorrad's rich history while integrating innovative technology for a contemporary riding experience. The theme of "The Perfect Escape" suggests an immersive experience of freedom and adventure, particularly through the scenic Austrian Alps. The integration of classic design elements and innovative technology aligns with BMW Motorrad's brand identity, blending tradition with modernity. Collaborating with photographer Tobias Wernik adds an artistic dimension to the campaign, potentially bringing the concept to life through captivating visual storytelling.
Overall, it paints a compelling picture of the R18 as not just a motorcycle but a gateway to unforgettable journeys throughout the Austrian Alps.
