Michelin Cycle

Repositioning the global leader

Goal

Michelin Cycle needed to reaffirm its position against Pirelli, Bridgestone, and other market giants. Back in 2017, the brand was perceived as a secondary player, behind Continental, Schwalbe, and Vittoria. Our mission over 7 years: elevate Michelin to the ultimate benchmark, with a clear, expert voice worthy of its international status.

Road to performance

Working hand in hand with Michelin’s R&D team, we translated complex innovations into accessible, premium design codes. From naming and logos to product labels and dealerbooks, we strengthened distributor engagement and built a consistent brand experience. We also led packaging evolution across multiple generations—from structural design to 600 executed files—while integrating eco-friendly recommendations such as 100% recyclable materials and plant-based inks.
This transformation was powered by the launch and promotion of Michelin Power ranges, a strong presence in road, urban, and e-bike segments, and a strategy focused on sustainability and performance.
The result: a reinforced narrative, total brand consistency, and a premium image reinstated at the heart of the competition.

Wins

→ Premium repositioning against global competitors.
→ Estimated leap from 5th to 2nd place in awareness and market share across key segments between 2017 and 2024.
→ Stronger credibility among cyclists, distributors, and partners.
→ Sustainable packaging became a global Michelin argument: -60% CO₂ footprint and the equivalent of 700,000 plastic bottles saved in 2024.
→ 7 years of strategic partnership driving Michelin’s rise in the cycling market.

Expertise handled in-house by the agency
. Market positioning . Naming and logotypes for technologies and products . CGI (tires and cutaways) . Sidewall graphic design . Volume and graphic packaging . BtoD dealerbook, print/digital/language adaptations . E-retail assets . POS kits, production . Communication campaigns