Nistevo Sport MFG, an industry leader in the competitive inline speed, roller derby and recreational skating markets, recently asked us to ‘re-boot’ an existing product’s image and help breath new life into it in the eyes of the skating marketplace. Luigino USA, the high-end inline speed skate boot division of Nistevo had for the past few years offered a line of wheel ball bearings to customers for use in their inline and quad skate wheels. While the bearings were very high-quality, they were not capturing enough market share and Nistevo ownership felt the line could use a fresh image, thus Bionic Bearings was born.
The first order of business was to design an eye-catching logo. After creating and presenting various design concepts, the logo (above) rose to the top. The optically interesting dot treatment represents a ball bearing moving across the page and was paired with a modern typeface that we felt would appeal to a broad market of skate enthusiasts, from speed to derby and beyond.
Once the logo had been chosen, we set out to apply the new look to packaging and a website, creating a stand-alone brand presence. Energetic, vibrant colors were used throughout along with a clean, minimalist layout approach. Large, bold images tell the story over copy as skating is about intensity, color, grit and action, a story best told through the eye of a camera.
Nistevo reports a dramatic increase in skate bearing and related product sales since the launch and rollout of the Bionic brand and it shows no signs of slowing down anytime soon.