{"id":5625,"date":"2024-10-01T17:10:15","date_gmt":"2024-10-01T09:10:15","guid":{"rendered":"https:\/\/ddg.pixo-lab.com\/works\/cadex\/"},"modified":"2024-10-15T11:18:51","modified_gmt":"2024-10-15T03:18:51","slug":"cadex","status":"publish","type":"work","link":"https:\/\/ddg.pixo-lab.com\/en\/works\/cadex\/","title":{"rendered":"CADEX"},"content":{"rendered":"\n
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Client <\/h5>CADEX<\/span><\/div>
Industry <\/h5>Consumer Goods & Retail<\/span><\/div>
Service<\/h5>Brand Strategy, Brand Communication, Brand Identity<\/span><\/div> <\/div>\n <\/div>\n
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Taiwan-based Giant Group, the world\u2019s largest bicycle manufacturer, has created multiple sub-brands during its decades of market dominance, including Liv for women-centric cycling and Momentum for urban lifestyles. In the pursuit of pinnacle product, Giant Group decided to extend its portfolio with the launch of the fully reimagined CADEX brand.<\/p>\n <\/div>\n\n

DDG worked with Giant Group to establish CADEX as a superior cycling components brand focused on high-end performance, with a premium image to match. To achieve this end, we needed to build credibility among a discerning audience of cycling enthusiasts.<\/p>\n

The pursuit of pinnacle product<\/b><\/p>\n

The original CADEX product \u2014 its first carbon-fiber bicycle, made in 1987 \u2014 was described by the brand’s team as a \u2018moonshot,\u2019 meaning an attempt at something truly audacious. We recognized the great potential of this concept, in part due to its correlation with Giant Group’s long-held culture and spirit of innovation. The idea of the new CADEX being another, even more ambitious moonshot, was the catalyst that drove development of the new brand strategy.<\/p>\n

DDG defined three brand associations \u2018Pro-Rider Proven,\u2019 \u2018Material Engineering,\u2019 and \u2018Dynamic Cycling,\u2019 to give focus to CADEX’s advanced R&D and production processes. To fuel its pursuit of pinnacle product, CADEX enlisted professional cyclists and a team of engineering and biomechanics experts to push the boundaries of \u2018the bike and rider in motion.<\/p>\n

#OVERACHIEVE<\/b><\/p>\n

DDG introduced the concept \u2018OVERACHIEVE\u2019 to express the brand\u2019s and its customers\u2019 expectation of breakthrough performance from CADEX components. OVERACHIEVE also serves as a call to action \u2014 to push oneself to the next level through disciplined effort, a challenge familiar to all cycling enthusiasts. This concept has influenced all aspects of the brand deeply \u2014 from the design concept, to the launch strategy and ongoing marketing communications.<\/p>\n

Presenting ultra-high performance<\/b><\/p>\n

To express CADEX components\u2019 ultra-high performance and to capture the overachieve spirit, DDG created a sleek and premium identity system and application guidance with a flexible range of styles: in-motion, dedicated, and in-situ. Inspired by double-stripe road markings, the brand\u2019s distinctive graphic element conveys performance and dynamism. Paired with a dark and unsaturated color palette, the new identity presents an upscale brand image.<\/p>\n

Hit the road<\/b><\/p>\n

For the brand launch, demonstrating CADEX products\u2019 co-development with pro-riders was crucial to building a reputation for performance. However, we knew the market would only accept real-life racing conditions as \u2018the real deal\u2019 in terms of R&D testing. Thus, DDG devised the wild-posting strategy of affixing \u2018#overachieve\u2019 to pro teams\u2019 CADEX components. Instead of directly revealing the CADEX name, this covert launch provided the chance to generate curiosity, while also building pro-racing credibility for the brand.<\/p>\n

CADEX\u2019s full brand launch took place during the Tour de France, and was a major success, cementing CADEX\u2019s position among the leading performance component brands. To date, there have been more than 12.5K Instagram posts with the hashtag #OVERACHIEVE, demonstrating the concept\u2019s resonance among the target audience.<\/p>\n

(Photos Courtesy of\u00a0CADEX<\/a>)<\/p>\n<\/div>

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