CANNONDALE TESORO NEO X

Role: Lead designer

With the e-bike boom in full swing, Cannondale was launching a new line of Euro-style trekking electric bikes and needed a color and graphics package to support aggressive sales initiatives in a rapidly growing market segment. With tight margins, the graphics needed to serve specific market demands while also maintaining budget within production, eliminating the option for any specialty treatments or complicated technical packages.

The Tesoro Neo X line presented a unique design challenge, in that the bicycle would come equipped with several accessories for trekking that would cause it to appear bulky and inelegant. Additionally, a graphics package was needed that could be adapted for several different frame styles, but maintain an overall collection look.

By color blocking areas of the frame in black, it allows for a more seamless look between all of the components and accessories. Refective decals are built into the graphics package, lending a marketing story and safety feature to the end-user. A mix of trend-forward flat colors and evergreen metallic colors are spread throughout the line to target a wide range of riders and use-cases.