ABOUT THE PROJECT
Diametric’s latest project puts pedal power at the heart of city transport. Beryl approached Diametric to help them create durable and dynamic labelling that would enable their riders to use the bikes correctly and maintain their brand look in tough urban environments.
Beryl came to Diametric with a requirement for a top-mounted label, on the unlock pad, that needed to be tough enough to withstand user contact and weather exposure. Maintaining a durable label, but without compromising on the brand identity, meant that Diametric had to put its expertise to the test and source materials that would match the functionality, the brand and the quality.
After undergoing various colour and durability tests, the reverse printed polycarbonate with textured finish was chosen. The labels create a consistent brand experience for customers and ensures that the bikes are user-friendly and intuitive.
In addition to the original label, Beryl asked Diametric to create a secondary label to contain instructions for the end user on how to utilise the bike share system. Working to the shape and length of the down tube, Diametric supplied various material samples to see how they would perform to Beryl’s requirement of being lacquered to the bike frame.
Ultra-thin, clear vinyl with an adhesive backing was selected alongside digital printing to get the correct colour delivery and performance. Ensuring a flush fit to the frame was vital to give the illusion that no label had been used at all.
Shaun Kara, Sales Manager at Diametric, said: “Creating labels that look and perform exactly how our clients want is essential. There can be no room for error, which is why we invest in high quality materials and design procedures to ensure that there are never any compromises. The Beryl Bike labelling needed to perform day-in-day-out under high use conditions and while being exposed to the elements. We worked closely alongside Beryl to get the right results.”
Dan Barnes, Designer at Beryl, said: “Diametric made every effort to understand what we needed and wanted, making the whole process rewarding. Our bikes need to stand out and perform, and they took time to understand the balance between the performance of the labels and our brand’s look and feel. It’s lead to us collaborating on a further piece of labelling and it’s a relationship that has made our lives a lot easier. Having a partner that’s invested in creating solutions that help us achieve what we want is invaluable.”
Beryl Bikes are currently located in London, Hereford, Bournemouth and Poole and will soon be appearing across the Atlantic, in Staten Island, New York.