Stearns was an American brand that used to produce beautiful yellow bicycles in the first decade of the last century. We deeply studied the whole story of this make, in order to restore it to life after a long period of complete idleness. The first result of Stearns’ rebranding is the Brand Book.
The old brand had four values: charm, liveliness, balance and openness. We recovered all this principles and we added a fifth one: responsibility to environment. Stearns’ Brand Book shows all the values through some evocative and coherent photos we accurately selected for this work.
The book is introduced by the Heritage, a text telling the story of the brand. In this part the importance of saving this make is well explained. Some images of old posters flank the text.
Each value is linked with three corresponding concrete characteristics (for example the liveliness is flanked by fast, agile and relaxing).
