German brand Thun, component specialist from Ennepetal, North Rhine-Westphalia, has undergone a complete rebranding. Gone is the old italicised black Thun logo, which was replaced with a brand-new design, including a new logo and vibrant colours. Additionally, their booth at the Eurobike impressed with its infotainment concept, which provided brief yet informative insights into the intentions behind the rebranding.
“Our hashtag #rebranding has been in the works since 2020 and, as of last year, we went all out in terms of redefining what we want to stand for and where we want to go as a company,” says Alexander Thun during a conversation at the show. He is Co-CEO at Thun. Together with his father, Alfred Thun, he shares responsibility for all business areas.
New branding
The company Thun has been around since 1919. The specialist in bottom brackets and other bicycle components has always been managed by the family members. Co-CEO Alexander Thun represents the fourth generation of this German heritage manufacturer. “Our company boasts over 100 years of experience and passion in developing and producing high-quality, functional bicycle components made in Europe. Where human muscle power translates into driving and movement forces, our components ensure a safe and stable ride,” he says. “Whether a bicycle is purely muscle-powered or electrically assisted, we provide the right components and deliver them worldwide, quickly and flexibly.”
Thun went on to explain that despite their long tradition, rebranding the company was long overdue. “As a company, we are facing global challenges and changes in the coming years that are so significant that we can only remain sustainable if we strategically realign and are open to change. Our new brand is the foundation for this process. We developed it as a team, and it is our roadmap for this essential transformation,” says the Co-CEO. “We questioned literally everything. Why do we exist? Who do we want to cater to, and what products are we passionate about? We ended up with a new purpose, a new vision, an updated mission, and an updated set of company values.”
Sustainability
One of the main characteristics of the new vision is the topic of sustainability, which is expected to play a crucial role in the company’s future strategy. “As a component manufacturer, we stand confidently at the beginning of the innovation and value chain. A bicycle is so much more than just the sum of its parts. Everything starts with good and honest bicycle components,” says Thun.
The seriousness of this commitment was already visible at Eurobike, mainly through the new booth, which stood out not only for its colourful design inspired by the new branding but also for its environmentally friendly and climate-conscious setup, including wood elements as well as eco-friendly printed promotion materials. “We wanted to create a reusable, carbon-neutral, and zero-waste booth design. The result is the most sustainable trade show booth we have assembled to date.”
New website
“The rebranding is not complete yet,” Thun continues. “We are currently working on an entirely new website, which is expected to go live in the coming weeks. However, a preview is already available on the current website, along with the new product catalogue for the coming season.”
This article is sponsored by Alfred Thun.
