Raida

Raida was born from the collaboration between Cool Electro Cycles and Velodome. Two strong bicycle specialists joined forces with the ambition to grow into the reference for e-bikes and sports bikes in Belgium. In 2021, we started an intensive trajectory that began with a positioning workshop and resulted in a total plan covering name creation, brand identity, storytelling, and national marketing.

Challenge

Two local players needed to merge into one new corporate identity that would be recognizable nationwide. In addition, there was a need for a strong positioning and brand storytelling that would appeal to both recreational and sportive cyclists.

The central questions were:

Which brand name and baseline carry Raida’s ambition?
How do we make the leap from local to national?
And how do we launch Raida with maximum visibility and credibility?

Our approach

During an intensive workshop, we mapped out the values, differentiating strengths, and target audiences. We defined the communication style and created a competitor matrix. From this emerged a new name: Raida, inspired by the Japanese phonetic script for “rider.” The name is internationally pronounceable and was validated through feedback from the Tribe Global network.

The baseline “The cycling culture” perfectly translates the ambition: a cycling culture that goes beyond the product alone.

We wrote the corporate story and translated it into a premium and sporty brand identity. The logo design, baseline, corporate style, and their application across the website design and stores gave Raida a recognizable look and feel.

For the launch, we developed an integrated plan of action, including social media set-up, Google Business profile, e-mail marketing via Mailchimp, PR campaigns, and a marketing plan based on the HHH model (Hero, Hub, Help). Digital advertising increased visibility, and through digital dashboards, we kept all actions measurable and optimizable.

Results

Raida successfully made the switch from a local initiative to a national brand and gained visibility as a new player in the Belgian cycling market. The brand name and baseline resonated with both consumers and the international cycling community. Today, Raida is recognized as a premium brand that combines service, advice, and cycling culture.

Our takeaways

The launch of Raida demonstrates how a thoughtful approach to name creation, branding, and digital strategy can lay the foundation for rapid growth. Through international validation, strong storytelling, and integrated activation, a local initiative quickly became a brand with national presence.