An old bicycle company learns a new trick
Launching the first electric bike from a ninety-year-old maker, told through the frame it was built on.
- Client
- Atlas Cycles
- Location
- Copenhagen, Denmark
- Year
- 2025
- Disciplines
- Art direction, Launch site, Development
Chapter 01
The brief
Atlas has built steel frames since the 1930s. Its first electric model risked looking like every other e-bike on the market, and the founders worried their most loyal riders would see it as a betrayal.
Chapter 02
The idea
We told the launch as a family album. Scroll through the decades and the same frame geometry carries from a post-war tourer to the new electric model, so the motor reads as the next chapter rather than a new book.
Chapter 03
The result
Pre-orders opened with the site, and the first production run was spoken for before the bikes reached the shops.
- Of frames, told as one story
- 90 yrs
- From launch to a sold-out first run
- 4 wks
- Of buyers trading in an older Atlas
- 27%
A rare mix of art director and engineer. Every detail we argued about made it into the launch, and the launch made it into the press.
Credits
- Art direction, design and development
- Teo Valdane
- Product photography
- Atlas workshop
- Archive research
- The founding family
