Vanquish Society

Official Canyon Store and Testing Hub in Barcelona

Canyon Bicycles operates on a B2C business model, primarily selling bikes through its online platform. With this sales model, Canyon had no similar competitors and quickly became a leader in high-end bike sales. Today, other brands are attempting to replicate their online sales model, but now Canyon is expanding in the opposite direction: retail stores.

The following is a branding proposal presented to Canyon Germany to launch its first physical store in the Mediterranean region in Barcelona.

vanquish (verb): defeat thoroughly

Cycling: A sport that gives us feelings of great achievement while exploring unbeknownst terrains.

Riders become warriors on wheels. The difficulty of the terrain ahead is not a barrier because, in the end, warriors always conquer. This mentality is where they vanquish and thus become vanquishers.

Vanquish Society:
an ode to celebrate the greatness of cycling.

The goal: merge two cultures –
Canyon & Barcelona under the same roof.

Vanquish Society represents a way of life, a community, and the home of people who love cycling.

Vanquish Secret Cycling Society (VSCS)

Vanquish Society is all about keeping our community close.
We developed uniforms for group rides that start and end at the store. This encourages more people to join the community and contributes to free publicity.