DAB Motors Concept E — Electric Motorcycle Design, Branding & Red Dot Award 2022

The key to revolutionizing this industry was targeting the consumers weren’t adopting the core motorcycle culture but who shared some of its values.

These early adopters unlocked unexpected opportunities from the tech and fashion world, helping us gradually influencing a broader audience.

Challenge

To penetrate the traditional motorcycle world with electric innovation, establishing a leading position for a new company.

Approach

Vision and Positioning
Benchmark
User Panel and Survey (brand)
Brand Concepts
User Perception (brand)
Brand Identity
User Panel and Survey (product)
Product Design Concepts
User Perception (product)
Product Identity Guidelines
Physical Creative Explorations
Concept Bike Design
Mechanical Engineering (concept)
Prototyping
Campaign Art Direction
Mechanical Engineering (limited edition)

Results

Global press coverage
5+ Design Awards
Collaboration with Burberry on a limited edition of 20 bikes, which sold out rapidly
Brand acquired by Peugeot Motocycle
Bike now in large-scale production delivering in Europe

DAB Motors Concept E electric motorcycle three-quarter front view studio shot — carbon frame, gold forks and white body panels, French electric motorbike concept design by Florian Auger Studio, formerly Outercraft

DAB Motors Concept E electric motorcycle three-quarter rear view studio shot — carbon swingarm, gold rear shock and flying seat design, French electric motorbike concept by Florian Auger Studio, formerly Outercraft

“This redesign of our identity has enabled DAB Motors to consolidate the company’s image and therefore to evolve more effectively by establishing the credibility of our brand.”

Simon Dabadie, Founder and CEO at DAB Motors