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Basil Repositions Brand

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ULFT, the Netherlands – Ever since its foundation in 1976 the Dutch bicycle accessory label Basil has strived to see people enjoy cycling. Just before the company is celebrating its 40th anniversary the brand Basil is repositioned.

Basil Repositions Brand
Basil’s new brand strategy comes with a full line of new MY 2016 products. – Photo Basil

“It all started in 1976, when Ine van Dam entered Nico van Balveren’s bicycle shop in her search for a wicker basket,” explains today’s general manager Marthijn van Balveren. “Nico developed the basket and made Ine very happy. Since then, not a lot has changed within the family business. Basil has continued to spread the joy of cycling with an even more complete collection of bicycle baskets, bags and accessories.”

Back to heritage

Basil’s repositioning takes the brand back to its heritage, encouraging people to hop on their bicycle as often as they can. On a school day, a working day or your day off. The new campaign celebrates endless moments of cycling happiness and the new pay-off ‘Spread the cycling joy” invites everybody to join the happiness. After all, cycling is good for people’s health and makes them smile.

The new brand positioning will be launched during Eurobike 2015.

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