About the Client
Dodo Juice was launched in 2007 by Dom Colbeck and PJ Aass, in response to a car care industry which only offered customers the extremes of mass-market, poor quality products or over-priced, boutique ranges. The company’s award-winning, specialist range of high-quality but reasonably priced car care products took the market by storm, and today the Dodo Juice offerings number over 300 and are sold in more than 40 countries.
Born from the experience gained in car care products and a mutual passion for cycling, Tony Hetherington joined Dom to create Crankalicious. The mission to create the most technically-proficient products using the best quality ingredients - all wrapped up in the most ecologically-sound packaging - underpins the specialist range, which is all handmade in small batches and available from expert dealers.
The team at Crankalicious had a great idea, and knew that they wanted to sell products to the growing number of cycling enthusiasts in the UK. They had an evolving range of products which each targeted specific areas of the bike, tapping into the heritage and road cycling idiom and all good enough to eat (hence the –licious). And they had a great name in Crankalicious. But this was it. Dom and Tony were searching for a brand consultant and creative design agency who could help them make the Crankalicious idea a reality and get the word out to potential customers.
The Glassup & Stoski Plan
Glassup & Stoski’s experience with brand design meant that they were perfectly placed to take Crankalicious from just a name to a fully conceived brand, with an impactful visual identity to match the great product range.
Phase 1: Logo
The team developed several different logo concepts and worked alongside Dom and Tony to help determine the appropriate visual identity to match the personality of the brand.
Phase 2: Product Packaging
Once the logo was finalised, the team went on to create bespoke packaging for the full product range, and a presentation gift box to help launch the product to key industry players. This included the development of the gift box itself (with customised leaflet and finishing touches), and individual labels for each product across the range. For this, the team at Glassup & Stoski designed a full suite of mini icons for the labels, to help customers understand the intended application of each product.
Phase 3: Advertising
The creation of posters and advertising for top-end industry magazines including Cyclist, Rouleur, Mountain Biking UK, Cycling Plus, and Bikes etc. While the Pirelli-esque concept was the brainchild of the client, Glassup & Stoski helped make the concept a reality and handled the design and art direction while working with Crankalicious’ preferred photographer. The team also provided creative for the Crankalicious Christmas campaign and designed assets for all of the digital advertising associated with the product launch including a ‘digital takeover’ for bikeradar.com.
Ongoing work includes a folding range leaflet, sample sachet label designs and much, much more!
Since its launch, the Crankalicious range has grown from strength to strength, causing a stir in the cycle care industry. The products are now retailed via the Rouleur e-commerce site, and is making its way to the High Street as we type , receiving attention and acclaim from the UK cycling community.
Tony Hetherington, Brand Manager at Crankalicious:
“We worked with Nick and Matt from the very beginning of our brand development. We turned up with a name and an idea, and through a successful working relationship we have created a tremendously strong brand, of which Glassup & Stoski are a core, key part. Our branding has been a fundamental part of our ability to penetrate the established cycle care industry.”
“Working with Glassup & Stoski over this past year has been incredibly fruitful. They take our briefs and impart their designer’s skill to create something with real value to our business, and to our brand.”