Accell Group

We didn’t stop there

Branding, Editorial design, Stand, Media planning, Web design.

Context

Route To A Powerful Identity

COMET, a distributor of cycling accessories and bicycle components, is part of the Netherlands-based Accell Group, one of the leading companies of the global cycling industry. As a leader in the European e-bike market and the second-largest manufacturer of bicycle parts and accessories, Accell Group needed to redefine COMET’s identity to align with its vision of innovation and excellence.

For decades COMET has supported bicycle businesses with parts and accessories, keeping bikes on the road, cyclists on the move.

Singularity’s challenge was to reposition this established brand and craft a Brand Statement that would capture the true essence of COMET, its energy, and key role within the cycling ecosystem. Sending out a powerful message that would resonate with the market and project Comet’s DNA with clarity and strength.

Outcome

Unstoppable

In a multicultural environment where companies operate across different countries and their departments are spread throughout various European regions, we brought together voices from Spain, France, the Netherlands, and the UK. Through this collaborative effort, we aimed to uncover COMET’s true brand essence and define a brand identity that was both clear and uniquely its own.

Building upon this newly defined identity, we launched a positioning campaign in 3 languages. It incorporated digital ecosystem art direction, magazine insertions, banners, and visibility assets in various formats. Internal and external presentations were also developed. The campaign culminated in the design and execution of Comet’s stand at ProDays Paris—the premier cycling industry event where top brands, professionals converge to shape the future of cycling.