Nich is a high-performance Thai bicycle brand with more than 15 years of history. The company reached a pivotal moment as it prepared to expand beyond Southeast Asia into new markets across North America, Europe, and Oceania.
The team approached us to elevate their identity so it could stand confidently on a global stage. The challenge was to refine the brand while preserving the essence of its existing logo, a mark that held deep meaning for the founders and long-time riders alike.
Our approach was to retain the spirit of Nich’s original logo while reimagining it for a new era. The result is an evolved identity that feels sharper, more contemporary, and aligned with the brand’s ambition to feature at the highest levels of international cycling.
This identity is supported by an art direction system that draws on Nich’s Thai heritage and human spirit, celebrating diversity, camaraderie, and exploration.
The new identity is already making an impact. Nich bicycles are raced internationally with the Roojai UCI Continental professional cycling team, ridden by the University of Colorado Boulder cycling team, and used by MRPSBR Racing Team’s Supercross and Motocross athletes as part of their training.
With the full brand rollout still to come, the refreshed identity has positioned Nich to step confidently onto the world stage, carrying forward both its Thai heritage and its global ambition.
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