CAROL Bike | Fractional CMO
Client
Goal
Improve the brand’s trust and expand the audience in the US beyond biohackers. Develop a brand positioning and visual identity that are distinct in a crowded market and rooted in consumer insights.
Approach
Consumer interviews, jobs-to-be-done framework, brand strategy, visual brand guidelines, messaging framework, photography, CGI assets, and website relaunch.
Result
The website conversion doubled post-launch through establishing the trustworthiness of the brand. CAROL Bike also developed high appeal among partners and influencers eager to collaborate with them.
Context
CAROL is a premium brand known for its expertise in science and biohacking. To reach new customers, CAROL needed to clearly define its unique positioning and broaden its appeal beyond the biohacking community.
The rebranding effort was guided by extensive customer insights:
- The brand and website did not reflect the premium nature of the $2,000 product, both visually and in messaging.
- Visually, the website lacked appeal compared to competitors such as Peloton, NordicTrack, Wattbike, and MYX Fitness.
- Perceptions of CAROL Bike as a small and untrustworthy company led to concerns among potential customers about its sustainability as a start-up.
- The website's focus on biohackers and wellness enthusiasts, featuring scientific research and complex metrics, made it difficult for mass-market consumers to relate to the product.
Consumer Insights
Conducted 30 consumer interviews to distil segments, jobs-to-be-done, pain points, anxiety, and inertia.
Brand strategy
- Mission
We’re dedicated to the science of fitness, always backed by proof. To design that makes training more efficient. And workouts that make every moment mean more.
- Brand story
We go to the science that gives us results.
We commit the time to make more of every minute.
We put in the work to make the workout simple.
We collaborate with riders, so we level up together.
- Positioning
Make every moment mean more.
Visual identity by Accept & Proceed
Website
The website was designed and built by the Bureau for Visual Affairs.
CAROL Bike assets