A journey re-defined

In 2008, A2B changed the electric bike market forever with the world’s first true ebike. But simply starting an engineering revolution wasn’t enough. They wanted their collection to have its own, distinct identity, and not simply look like bicycles with batteries added.

Marmalade were asked to help bring this story to life and to help A2B to realise its ambitions. After spending a lot of time product testing, interviewing and embedding ourselves in the company, we realised the amount of detail, hard work and loving attention that went into creating the bikes. A2B don't build bikes, they sculpt them. The products are art forms in their own rite so we created the brand with the same approach. To do the brand justice, each product new named was researched and tied back to historical, influential engineers, our art direction resulted in a series of photography shoots with meticulous detail and the brand re-invented the way consumers look at electric bikes.