TriumphTriple

Rebranding

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Create a unique, aggressive brand identity for the Triples that sheds the conventions of the Triumph tradition in order to increase market share.

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sHistory.................................................................3Research.............................................................5Preliminary Designs..........................................7Final Logo...........................................................9Style Guide........................................................11Images...............................................................13Fonts & Colors..................................................15Voice...................................................................17Assets................................................................19Conclusion........................................................25

Hist

ory

The Triumph Motorcycle company was founded in 1902. They are well known for the bikes they manufactured and sold in the 1950’s and 1960’s. Movie stars like Marlon Branado, James Dean, and Steve McQueen rode their bikes on and off screen. Rock legends like Elvis and Bob Dylan rode their bikes. For several years in this era, Triumph was the fastest and coolest motorcycle on the planet.

Then Japan showed up at the party. Within a decade, bikes by Honda and Yamaha eclipsed the sales of Triumph. By the 1980’s Triumph’s sales were plummeting, their bikes were poor quality and their reputation soured. They went out of business in the late 1980’s.

A British nobleman and entreprnuer, John Bloom, brought Triumph back to life in the early 1990’s. This was at the height of the “crotch rocket” bikes popularity across the globe. These were bikes built for performance, with a race like, low-down riding position and plastic fairings over the engine components in order to reduce drag. These bikes were made by Japanese titans Honda, Suzuki, Yamaha, and Kawasaki.

As riders purchased these “crotch rocket” bikes, they began to modify them. They changed the uncomfortable low-down riding postion to a more

upright setting. When they wrecked the bikes, they did not replace the expensive 1992 Honda VFR

Steve McQueen on a Triumph set of “The Great Escape” - 1967

plastic fairings. These new, modified bikes became known as “naked streetfighters”. This name was derived from the removal of the bikes’ plastic pieces aka: “naked”, and the rough lines and exposed engine parts which led to a muscu-lar, aka: “streetfighter” look.

The designers and engineers at Triumph knew that thy could not beat Japan in the “crotch rocket” motorcycle market. Triumph instead designed and engineered the very first factory produced naked streetfighter: the Speed Triple. In nearly every possible way, the Triple was a stark con-trast to all of the mototrcycles that Triumph had ever built. Triumph had always manu-factured bikes that were refined, and classicaly styled. The design of the Triple was an-gular and modern. The first Triple’s design sent shockwaves through the industry, many people called it “ugly”.

However, once people took it for a test ride, they fell in love with how the bike performed, the media began to shower it with accolades. Soon there were inceasing sales, and eventually there was a model line exapnsion: a smaller Street Triple in 2005.

Now, the Triples are the best selling bikes in the Triumph lineup, but their sales numbers still pale in comparison with Honda. This is parly due to the aggressive marketing cam-paigns by the Japanese motorcycle manufacturers and the relatively conservative mar-keting efforts of Triumph

1994 Triumph Triple

2013 Triumph Triple

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Company (ranking)Triumph Motorcycles (8)Competitors (with Rankings):Honda (1)Kawasaki (2)Yamaha (3)

Theme for Campaign:The Speed Triple and Street Triple from Triumph Motorcycles are loud, fast and mean. They are high tech and aggressive machines that were designed, engineered and built to be powerful, agile and go way faster than legal.

Designer Notes:The intended audience is 18-35 year old males motorcycle riders. They are experienced riders who are seeking the most powerful and aggressively styled bikes that will stand out in styling, handling and per-formance. The dilemma for Triumph is that they are trying to speak to many types of consumers with one message. “Advertising is influence, information, persuasion, communication, and dramatization. It is also an art and a science, determining new ways to create a relationship between the consumer and the product (Wheeler, 2009).”

2013 Triumph Street Triple

The Company is Triumph Motorcycles and the products are the Speed Triple and Street Triple motorcycles. The core message is that the Speed Triple and Street Triple are naked street bikes featuring cutting edge technology that are fast, agile, and almost too much fun.

The demographic is Generation Y males approximate ages 20 to 37, primarily in the United States but in Europe as well. According to a study of U.S. motorcycle riders by the Motorcycle Industry Council in 2008, Generation Y consum-ers predominantly purchase, newer, higher-tech motorcycles: “…among Gen Y motorcyclists, modern, high-tech sport bikes lead the way with 30 percent of those riders. Bikes that look like they came from the 1950s are giving way to bikes that are futuristic among young buyers (MIC, 2009) .”

The audience should be interested because the three cylinder Speed and Street bikes offer a truly unique experience over all other two cylinder and four cylinder sport bikes. It gives them more power than a two-cylinder bike and less weight than a four-cylinder bike, with a sound and response like no other bike on Earth.

The messaging for this campaign will be based on research on Generation Y consumers. The subject and tone of the messaging will be targeted to elicit the greatest positive response in this demographic. There will be a concerted effort to break from traditional images, messaging and tone of previous Triumph marketing efforts. This campaign will at-tempt to speak with Generation Y’s at their level, with their language. The campaign will address the brand attributes most appealing to this demographic, authenticity. The tone of the campaign will be humorous and controversial. The sum total of this campaign will be messaging that is directed at Generation Y, with content that they care about, in a language that they understand.

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