The agency was approached by Shanghai's first and longest standing bicycle company, Forever (Yongjiu) Bicycles to rebrand their latest product line, ForeverC. Forever (Yongjiu) Bicycles has established a worldwide reputation since 1940. ForeverC is a recreation of Forever's classic bicycles. Not only is this new line stylishly retro, they are very light in weight as well. The challenge was a two-fold: to introduce a potentially excellent product by not shadowing too much on the company's traditions, and to remind people what cycling is about.
Living in skyscrapers and bearing with traffic, our daily lives have become more crowded, rushed, and polluted. The dramatic need to living greener and healthier has been accepted worldwide, and bikes are playing an important part. There is no smarter solution to helping people move around quickly and economically. But that's not all. We positioned ForeverC as more than bicycles. And in today, bicycles are moving towards a more cultural side of transportation rather than basic mode of it, thus we concentrate on individuality and self-expression. In essence, it is an extension of myself. Everything is about myself, how and what my story is and how this bike will accompany me forever.