Bridgford Heritage Bikes
We (Leisure Outlet) had meeting internally to how we can increase our presence as well as offering product that we had price control over and the advantages that come with this. This led to the birth of our own exclusive, in-house brand.
2019 saw the launch of Leisure Outlet’s own brand – ‘Bridgford’ – a timeless and classic name that would stand the test of time and playing homage to company’s origins here in Nottinghamshire.
Heritage bikes have always sold well for us with our customer base, their appeal attracting both young and older audiences. The ‘Dutch-Style’ bikes with their upright riding style, low-step over frames and with a handful of gears provided affordable, comfortable and low maintenance choice of bike. Not to forgetting they were stylish too! The heritage style offering a vintage look and feel through their design and features – such as a comfort sprung saddle, supplied with a wicker/wicker effect basket, brown leather-look grips, cream sidewall tyres, swept-back handlebars and fully equipped with colour co-ordinated front and rear mudguards, hockey stick style chainring guard and pannier support.
We had a strong relationship with our bike supplier and distributor Moore Large, who were based in Derbyshire. Under their belt they had a well-established portfolio of bike and cycling accessory brands that they founded. Forme, Barracuda, CUDA and Everything To Cycling (ETC) just to name a few of their in-house brands. Moore Large helped us to design and create a range of Bridgford Heritage Bikes for adults and children.
In the adult range we introduced the Bridgford:
- Richmond (Navy Blue, single speed, 26″ wheelset, 16″ and 19″ frames)
- Boulevard (Baby Blue, single speed, 26″ wheelset, 16″ and 19″ frames)
- Priory (Navy Blue, Cream and Mint colour options, 7-speed, 26″ wheelset, 16″ and 19″ frames)
- Chatsworth (Baby Blue, 7-speed, 26″ wheelset, 16″ and 19″ frames)
In the kids range we introduced the Bridgford:
- 12″ Rainbow (Baby Pink)
- 16″ Rainbow (Baby Pink)
- 20″ 6-Speed Rainbow (Teal)
- 24″ 6-Speed Rainbow (Teal)
When the bikes arrived, I organised two bike photoshoots for imagery to be used on social media, for email marketing, the website and the electronic Bridgford Bike brochure. The adult bike photoshoot was carried out at Wollaton Hall in Nottinghamshire, with the grounds, gardens and café providing the perfect staging for the heritage offering. The kids’ bikes arrived later – this was phase two of the launch once saw good results with our range of adult bikes. The kids bike collection was photographed at local park which allowed provided the element of fun! I was the photographer on both occasions.
Once I had the imagery and applied image adjustments where required I then set about updating the multiple imagery on our website and started planning the layout and design of our Bridgford Bike e-brochure.
I enjoyed this project as it combined my passion for photography, allowed for creative licence, the use of my design skills, product copy writing and working with others to gain feedback to launch the Bridgford brand.
