KPLUS

KEEP +HE PLEASURE

Clients: KPLUS

Industry: Sports

Services: Market research / Brand Strategy / Visual Identity Packaging Design

From Precision Manufacturing to Cycling Aesthetics

Originating from a leading Taiwanese OEM helmet manufacturer, KPLUS possessed exceptional craftsmanship and R&D capabilities. The challenge was to pivot from a B2B manufacturing mindset to a B2C consumer brand ready for the global market. Thinkways guided KPLUS to transcend mere functional specifications, redefining the brand not just as a provider of “safety,” but as a purveyor of “style and pleasure.” Through comprehensive brand strategy and visual identity restructuring, we transformed KPLUS into an international cycling accessory brand with attitude and lifestyle appeal.

2015 Golden Pin Design Award

Brand Concept

Guarding the Pleasure of the Ride

We elevated the core value proposition from basic “protection” to “guarding your riding pleasure.” Strategically, we transformed the “PLUS” in the brand name into the symbol “+,” creating the slogan “KEEP +HE PLEASURE.” This “+” signifies more than just functional upgrades; it represents the added value the brand brings to riders—be it Promise, Passion, or Power. This approach turned KPLUS from a cold industrial product into a lifestyle brand that converses with riders.

Logo Design & Package Design

The Convergence of Fashion and Function

The visual identity integrates the “+” symbol with the letter “K,” nestled between an upper semicircle (representing a helmet) and a lower semicircle (representing a smiling face), perfectly embodying the “KEEP +HE PLEASURE” spirit. The color palette combines modern black with energetic yellow, capturing both the intensity of racing and the style of urban cycling.

The packaging design is equally innovative. For the “Urban Series,” we created a smart, dual-purpose box featuring windowed illustrations of male and female riders, allowing consumers to visualize different styles while optimizing production costs. For the “Pro Series,” matte-finished handmade boxes with handles evoke a premium unboxing experience, reinforcing the brand’s high-end positioning.

Brand Forward

The rebranding of KPLUS extends beyond visuals to a deep digital engagement. The new e-commerce platform serves not just as a sales channel but as a hub for cycling culture. By featuring a “Rider Testimonials” section, the brand successfully aggregates authentic stories from the cycling community, transforming KPLUS from a gear supplier into a companion that explores the world alongside every rider.

“A manufacturer gains a voice when strategy shifts the focus from functional specs to emotional value, turning a safety gear into a symbol of lifestyle.”

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