Phoenix-Rebranding

Fenghuang Bicycle
Rebraning Project

Brand Introduction

Fenghuang, which stands for “Phoenix” in English, is a company that produce world-famous bicycles since 1897. In the old days, a Fenghuang bike symbolized good luck, pride as well as the witness and reliability of love. As the pride of Chinese brands, Fenghuang epitomizes the memories of several generations. Fenghuang represents the Chinese craftsmen’s spirit and the haipai culture.

Fenghuang History Timeline

Fenghuang Market Data

Shanghai Fenghuang Bicycle, once the nation's top brand, was at its lowest point, selling 1.61 million bikes in 2010, which is the lowest since 1979
However, from January to October in 2020, the global sales of Shanghai
Fenghuang Bicycles broke the historical record of 5.51 million bicycles in 1994, which also owns a 7.33% market share of the whole Chinese bicycle industry.

In the old days, a Fenghuang bike symbolized good luck, pride as well as the witness and reliability of love. As the pride of Chinese brands, Fenghuang epitomizes the memories of several generations. Fenghuang represents the Chinese craftsmen’s spirit and the haipai culture. It was established in 1897 and went public in 1993. She continues progressing with the times and keeps active in innovation and development. The in-depth inheritance of culture nurtures breakthroughs and innovations, which have redefined the connotation of Fenghuang as a brand and let it shine again.

As an old brand, how can Fenghuang erase the impressions of old-fashioned and cliche design?

Research
& Discovery

Key Insight

1. Traditional Chinese culture has already become a trend that is popular in modern society. Therefore the title of “traditional Chinese style” design would attract more users.

2. More and more Chinese honor and are proud of traditional Chinese culture.

3. The treasure of traditional culture can be modernized such as using AR and VR and making it fits modern people better.

4. Connections between people are important. However, we are losing that tight connection due to the pressure of life.

5. The 996 working mode has ruined young people’s health. They have the awareness of their unhealthy lifestyle but hard to make a change.

R&D Takeaway

1. The next-gen cultural products should combine with modern technologies to attract more younger generations

2. By the disappearance of personal bicycles, Fenghuang should shift the strategy from “owning” to “sharing”.

3. Products should bring more convenience to people’s daily life.

4. Products should be more affordable to people.

5. A strong relationship between users and the brand is beneficial.

Key Business Driver

Brand Attributes

10 Years Roadmap

User Study

Inspiration

Fonts
& Typography

Logo Redesign

Design Ideations

Fenghuang X

Fenghuang X is a professional bicycle designed for alpha rider.

Fenghuang X

Fenghuang X (Top View)

The seat of Fenghuang X is covered by leather. The shape of the seat brings riders comfortable experience and enhance their performance of riding.

Fenghuang X (Rare View)

Fenghuang X (Front View)

The form of the Fenghuang X is designed for speeding. This form allow rider to ride with low windage

Fenghuang X

This smart panel can easily track user's body condition and trainning data. It can provides feedback and suggestions immediatly and builds personal tranning and diet plan base on user's habit.

Fenghuang Go

Fenghuang Go is a bicycle designed for easy transport in busy city.

Fenghuang Go

It can shift mode between automatic forwarding and riding, fulfilling the needs of people are tired, or some people who want to do light exercise.

Ergonomic Seat

Fenghuang Go has ergonomic seat, which bring user comfortable experience.

Smart Panel & Eco-friendly Plan

Smart assistance on the bicycle can easily track user's body condition. It provides feedback and suggestions immediatly and builds personal tranning and diet plan base on user's habit. Also, it can track how many miles rider have rode. If rider achieves the goal, Fenghuang would plants a tree under the user's name.