New graphics are among the brand initiatives SBS will unveil at EICMA as the latest stage in an ongoing process of updating brand definition.
The famous red SBS logo remains unchanged but new, primarily yellow packaging, “will present a global brand platform as part of our increased global focus – one of many new initiatives,” says SBS Friction Chief Sales Officer Christel Munk Pedersen.
|SBS presents a new brand platform at EICMA, one with a “more modern and dynamic look.” The company will also be giving an expo debut to their entry into new product groups, including brake discs and accessory parts, such as brake pins|
The Danish motorcycle and scooter brake pad manufacturer has seen steady growth throughout the past five years, with new markets outside Europe developed, new product groups under implementation, and a foothold as a supplier to the OE motorcycle business.
“This growth and development calls for a redefinition of the SBS brand and its visual appearance,” said Pedersen. “Our SBS brand platform and visual looks have not been changed for around ten years. We realised that it did no longer corresponded to the company we are today and the direction we want to go,” she explained.
“We spent a lot of time analysing and re-defining our values in relation to the direction we have started to take in developing our company, and how we want to be perceived in the market. Among other things, we expressed this in a new visual profile and with new basic pay-offs to underline our offer to the industry, both in terms of our professional business partners as well as the riders who depend on the legendary SBS quality.
With the new brand platform, SBS Friction will introduce a lot of other new initiatives. As a direct follow-up, the packaging design will be changed, new communication tools, including a new website, will be launched, and for certain regions a web shop will be part of the new platform. Specifically for EICMA, the change has resulted in a new booth.
“We are developing the business significantly,” Pedersen went on to say. “This year we have introduced two new brake pad compounds - a new sinter compound for the newest high-end sport bikes featuring modern motorcycle technology, and a special dual carbon compound for the classic road racing enthusiasts.”
A special focus area is “green” brake pads. “All over the world we see initiatives to limit the use of different materials, especially heavy metals. SBS is in front with development projects that meet these requirements.”
Also new this year, SBS has introduced new product groups – not least by entering the notoriously competitive brake disc market. “We are mainly a brake pad manufacturer, but by adding related product groups to our offer, we ensure our customers have a full brake package from one of the market’s strongest brands.
“At EICMA we will show a full range of brake discs for street and off-road including a contour design disc developed especially for SBS, as well as accessory parts such as brake pins and shims.”