Coppel
Transportation & Mobility
Brand Strategy
Naming
Visual Identity
Packaging
BRUMM is Coppel's own brand of motorcycle gear and accessories, offering helmets, gloves, protective apparel, and more.
With accessible pricing, the challenge was to create a brand that felt solid, established, and trustworthy, moving beyond the perceptions often associated with private-label products.
To develop a distinctive name and a cohesive visual identity that would give BRUMM a recognizable and consistent presence across its different products and applications.
The name BRUMM is inspired by the sound of a motorcycle engine coming to life, creating an immediate connection to the world of motorcycling.
The logo draws from the abstraction of a motorcycle tire, paired with a condensed geometric typeface that conveys strength, stability, and a contemporary character.
A restrained visual language ensures consistency and adaptability across different touchpoints, from protective gear and apparel to packaging and communication materials. Together, these elements establish a confident, recognizable identity that allows BRUMM to stand on its own as a credible motorcycle brand.
