@ 2017 Harini Venkataraman

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excerpt

To find, study and understand why Royal Enfield Co. was struggling to establish itself in the United States, and to build a rebrand that would help it flourish and expand.

synopsis

Royal Enfield motorbikes are legendary—if you lived in South Asian countries. A 200 year-old British bicycle, arms and motor engine company that migrated to India after bankruptcy, it built powerful connotations of cultism, masochism and steeliness that was holding the brand soul back from its true potential.

wanderlust

(noun)  [GERMAN]

 

This project aimed at making Royal Enfield a household name again by uncovering the brand soul with a new brand mission: “Be Free, Be Strong, Be You.” 

REBRANDING A MOTORCYCLE BRAND INTO SOLO TRAVEL