Orbea, the Basque company dedicated to the manufacture of bicycles, has drawn a line in its new global positioning. With it, it highlights what differentiates it from the rest of the industry and defines its cooperative model and its commitment to local production, encouraging consumers and cycling fans to establish their own limits.

The message is captured in the “Draw the line” manifesto campaign, designed together with the creative agency Muy and in collaboration with the production company Kanji. It is, as the brand points out in a statement, more than a campaign, it is a declaration of principles and identity and the expression of its values ​​and purposes.

With “Draw the line” Orbea seeks to distance itself from a market that it claims is saturated with messages and that tends toward product standardization. The brand redefines its brand strategy and presents its vision to the world, which consists of evolving from product to experience and from inspiration to commitment.

As they express in a statement, the concept encapsulates the duality between creating paths, as their competition teams and users do; and establish ethical limits, such as those that define its cooperative model and its commitment to local manufacturing (in Mallabia, Bizkaia).

As they defend, their model is committed to people, the environment and communities. The company claims to reinvest its profits in local employment, assume the extra costs derived from tariffs to protect stores and customers, and select sponsorships that respond to its ethical values.

“‘Draw the Line’ is our way of looking at the world and acting in it. An expression that helps us talk about what really moves us: the curiosity to explore new paths, the coherence to act with respect and the will to build, in collaboration, something that lasts.”says Ander Olariaga, Director of Brand and Communication at Orbea, in a statement.

“Draw the line” represents Orbea’s new communication strategy for Europe, Latin America and the United States, markets in which it operates. Beyond the campaign, the brand has worked on the design of the visual expression of the claim, to give it its own identity. In this way, it seeks to graphically reinforce the idea of ​​making decisions and establishing limits.

Thus, it has created the Orbea Haas Unica Seriff typeface, which is based on Neue Haas Unica; and places the expression in a vertical position, turning it into a symbol that alludes to establishing limits and drawing a forward direction. With this he evokes his legacy, but also looks to the future.

“The bicycle market is a battle of technical specifications and sponsorship. Orbea had a much more powerful story to tell, but it wasn’t telling it“, commented Isusko Artabe, Creative Director of Muy. “Our job has been to verbalize that essence that already existed and turn it into a global narrative.”.