Easton is renowned for its meticulously engineered, precisely manufactured bicycle accessories. Their wheels are valued for their light weight and high performance. Easton asked Concept Designs to design a new Wheel Bracket to present the wheels on independent bicycle dealers’ walls. Because bike wheels are big and can take up valuable real estate, it was essential that the new brackets maximize the use of space, while also making a strongly branded presentation.
We designed an angled cradle, made from powdercoated steel. The angle allows the wheels to be overlapped on the wall. The cradle holds the wheel securely, while still allowing easy customer access. The Easton logo is silkscreened on the back face, so that it is visible through the spokes. The logo is also screened on the opposite side, near the wall mount, for visibility from the other direction.
Independent bike dealers welcomed the new display. It presents these high ticket (and high profit) items in a space-efficient and practical way, while also elevating their perceived value with a design that emphasizes Easton’s quality and heritage.
Easton is one of the most respected brands in the specialized world of high end bicycle components. Their products sell at a premium and are prized for their superior engineering, light weight, and high performance. But their presence at retail needed to be unified and elevated. Because bike shops are notoriously crowded and components can be widely scattered, Easton needed a comprehensive and cohesive system of displays that could function together or separately. And in either case the Easton brand needed to be strongly emphasized and reinforced.
This wide ranging system of display elements accommodates the full spectrum of Easton bike components. Easton Wheels, Seat Posts, Stems, and Forks are displayed on slat wall with innovative brackets that show off the product and emphasize the brand. A unique acrylic and steel Display Tray can present a variety of Easton products in a display case. Unique acrylic and steel Component Holders fit in the Tray and can cradle Handlebars, Stems, or Seat Posts, literally elevating the products above the competition. A wall mounted bracket presents Easton's signature Handlebars at an inviting angle, while a clear acrylic hood locks the bars in place to discourage pilferage. And above all of these pieces, a striking, dimensional Wall Sign fashioned from steel and sintra further reinforces the brand.