Bicycles in Product Branding

Having dabbled in marketing in the past with an emphasis on branding, I am always interested in the associations manufacturers use to add appeal to their products. And of course when bicycles are involved I take notice. Looking at how bikes are presented in product branding, there are multiple themes. For instance here is a cycling cow selling ice cream. It's a cute image but why that specific cute image? Well, let's see... The cow is riding a vintage delivery trike loaded with steel dairy containers. So the idea here is to associate the brand with old fashioned methods of production and distribution. This is echoed by the word "creamery" in the name.





And here the idea of cycling is subtly used to associate the "zero calorie" lemonade with weight loss, while the penny farthing imagery goes nicely with lemonade's old fashioned appeal. There's the "honest" thing as well, which I've noticed in other foods that picture bicycles on the label. Do we associate bicycles with honesty?





Wholesomeness maybe, or nature - suggesting that the food is organic and "honestly" obtained regardless of whether that is so? Could be.





Penny farthings are used as symbols of old timey-ness across product categories. This perfume manufacturer uses it to suggest vintage elegance, congruently with the antique look of the bottle and the distressed label. Curious, I smelled the perfume. Sort of floral and dusty, but not too heavy. I suppose it goes with the vintagey presentation, though personally I associate cycling with fresh air and not perfume.






At the same time, bicycles can just as well be used as symbols of contemporary culture.





I see more and more clothing and accessories where bicycle references serve as shorthand for a "hipster" identity. "This garment is for the cool urbanite who rides bikes, or wishes they did."





The bicycle can also suggest fun, whimsy, levity. Drinking from these cups promises to be fun because of that bicycle imagery. To some extent this might also be behind the increasing popularity of bicycles on alcoholic beverage labels.






Do bank notes qualify as a product? I guess they do. Someone designs them after all, with both function and aesthetics in mind. While in Antrim, I was intrigued to discover there is an antique path racer on the Northern Ireland 10 pound note. I looked it up, and learned it is in honour of John Dunlop, who invented the pneumatic tyre whilst living in Belfast. So here the bicycle is part of a narrative about heritage - with additional implications of self-sufficiency and freedom of travel. More than anything, I find it delightful to know that about a million people in Northern Ireland are walking around with pictures of vintage bicycles in their pockets.






There is always talk among bicycle activists about how to create positive associations with cycling in the public's eye. Meanwhile, other industries harness the already existing positive associations to enhance the appeal of non-bicycle-related products. Interesting how these things connect, overlap and feed off of each other.






I wonder to what extent it is cyclists who find bicycle-branded products appealing because they identify with the bicycle, as opposed to non-cyclists whose imagination is engaged by the mere idea of the bicycle. I suppose it is probably both.