Riese & Müller partners with AKQA to strengthen global brand presence

Riese & Müller, a manufacturer of eBikes and cargo bikes, has appointed design and digital agency AKQA to develop its global brand and digital ecosystem.

At the core of this new direction is a refined and standardised brand image that is reflected consistently worldwide in imagery, messaging and assets, both online and at the point of sale.

This move aims to increase brand recognition, enhance awareness among relevant target groups and strengthen demand for dealers.

“A strong brand is created where customers experience our products. We wish to make these experiences even more customer-centric, both online and offline,” said Sandra Wolf, CEO of Riese & Müller.

Rainer De Mey, Chief Digital Officer of Riese & Müller, added: “As a premium brand, we place the highest demands on our external image. Our customers should feel this everywhere – on our website as well as at their local dealer. Everything should coalesce seamlessly. We want to rethink the overall experience of our brand and inspire even more people to use our products. We now have AKQA on board as a partner who can support this at the highest level.”

Chris Marsh, Group Experience Design Director of AKQA, said that Riese & Müller is a brand “characterised by quality, clarity and purpose”.

“Translating these qualities into an end-to-end brand experience – from the very first contact with the brand to everyday life with the bike – is what makes this collaboration so special,” said Marsh.