Directing an e-bike portfolio

Brinckers developed a broad portfolio of e-bikes for different users and market segments. Across several generations of bicycles, OID supported the brand in developing a more distinctive and coherent visual identity, translating its ambitions into colour, graphics, detailing and overall product character.

Rather than treating each new bicycle as an isolated design, I looked at how individual models could strengthen the portfolio as a whole. Brand values such as quality, technical sophistication, robustness and a contemporary Dutch character were translated into recurring design principles, while leaving enough freedom for each model to express its own positioning.

Projects included the Baker, where lifestyle and utility were brought together in an electric transport bike, and the LeMans M330, where I developed a new method for designing frame graphics directly in 3D CAD. This allowed the graphics to respond to the geometry of the frame from every viewing angle and became an important element in the evolving Brinckers design language.

For models such as the Boston, Brisbane, Le Mans M8 and later Brisbane GT, that direction was developed further through model-specific colour schemes, graphic patterns, finishes and detailing. Graphics were used not simply as decoration, but to reinforce frame architecture, proportions and product character.

Over time, these projects developed into a consistent approach to Portfolio Identity & Design Direction: creating recognisable connections between products while continuously adapting the visual language to new technologies, market trends and customer expectations. The aim was not to make every bicycle look the same, but to ensure that each model contributed to a recognisable and desirable Brinckers portfolio.

That combination of consistency, differentiation and market appeal was also recognised by the client. Pieter Booij, Owner of New Brinckers, wrote:

“Always a pleasure working with Marnix. He delivers quality and on time, and helped make our bikes a hit in the Netherlands, Belgium and Denmark.”