Baumier
We roll for what matters most
Opportunity
Baumier is a company that manufactures high-performance wheels and bicycles right here in Montreal. But above all, Baumier is a mission: producing as locally as possible, as sustainably as possible, so that their passion for cycling remains compatible with their love of nature. It’s an ambitious project in an industry dominated by imports and planned obsolescence, where it’s hard to carve out a place without a reputation or performance track record.
With the goal of rallying a community of cyclists who care as much about performance as they do about the future of the planet, Republik was brought on to design the strategy, the brand platform, the launch campaign, and their website. A high-caliber challenge: how do you build awareness for a brand with an atypical model that, until now, did not exist?
Creation
Embracing dualities
From the outset, Baumier defines itself through a series of dualities. That of a high-end, design-driven product meant to ride through dust, mud, and gravel. That of a philosophy that champions the desire to slow down, to take the time to create in the best possible way a product of the highest quality… destined to ride faster than ever.
These dualities are what inspired Baumier’s brand platform. Our creative team chose to foreground a series of in-depth conversations, in which the Baumier team speaks candidly about their vision, their products, and their challenges. Relaxed, genuine moments captured in the blend of effort and enjoyment that is a bike ride. Visually, highly designed black-and-white images, carefully crafted, sit alongside more raw, unpolished content. A beautiful way to once again evoke the two sides of the brand.
As for the products, we let them shine in all their truth: the rims remain gorgeous, even when caked in dirt and worn by time. Here we establish a universe that manages to approach athletic achievement with serenity, and that raises the question: what if true performance meant slowing down?
Impact
Baumier’s platform showcases a high-end product by emphasizing its local and sustainable nature. Because more than just a product, what Baumier offers its customers is first and foremost a conviction. Today, many cyclists ready to invest in a high-end bike are no longer looking only for performance, but for an object rich with meaning, made locally and responsibly, that will serve them for years and allow them to pursue their passion without compromising either their performance standards or their core beliefs.
They want to be part of a community that champions local excellence and a strong commitment to future-oriented values. In this way, Baumier’s brand platform highlights the beauty and necessity of the process: the time spent thinking through each step. Designing, testing, riding. And always striving to get better, for the good of the product as much as for the good of the planet.
With such a shared philosophy, Republik was the natural choice to help Baumier hit the ground rolling.
