Giant Group is the world’s largest bicycle manufacturer. Building a multi-brand portfolio under a corporate brand means addressing the different audiences, with different goals. 

 

Giant Group is a distinct and separate brand to its product brands, speaking to partners, dealers, investors, and staff.

 

Giant, the product brand, targets athletically-minded riders. More specifically, sport- and performance-tier riders whose single-minded focus is on optimizing their ride, on and off the bike.

 

Each element of how Giant looks is heavily driven by the sole purpose to 'Unleash each rider's full potential.'

 

Being unconstrained and the sense of exhilaration in overcoming challenges are universal emotions, shared by all riders alike.

 

Four key principles guide how we want people to feel and experience Giant:

 

Energetic | Charismatic | Determined | Social