This January came the exciting opportunity for Bonfire to work with Reebok.
RFE International, based in Milton Keynes, hold the license for Reebok Bikes, Reebok Gym Equipment, Adidas Sports Apparel and Golds Gym amongst many other leading brands and products across the world.
Our task was to develop a set of engaging, user-friendly assembly instructions for each of Reebok’s four core bike product strands (ATB, city, BMX and family cycles). Reebok’s brand style guides are very inspirational and make working on these projects a real pleasure.
It was imperative for Reebok that this set of guides, although functional pieces, enhanced the overall brand experience and reinforced Reebok’s core values. At the heart of our thinking was the creation of a series of A2 posters that folded down to A4. Whilst the covers were embellished with brand-centric illustrations the inner spreads displayed the assembly instructions on a single page in a clear and concise format. It was felt that dynamic product photography should be used throughout the assembly instructions themselves for added clarity, and a bold personality statement was also used to encourage and support an ‘open it, build it, use it’ factor.
Paul Pisani, Senior Account Manager at Bonfire Creative Intelligence, says “Reebok, as a brand, have tremendous heritage and a customer that expects particularly high standards of quality and creativity. We wanted to ensure these manuals created the correct ambience and attitude to carry the brand and match these expectations.”
Stephen Judge, Director, adds “The bikes, due for sale through Argos later this year, look fantastic and every aspect of the experience has been considered to the greatest of detail, including the manuals. We are sure that these outcomes will deliver great customer experience and we look forward to developing this partnership further. As much as anything else, working with these brands even makes you feel healthy!”