Years ago, Huffy was the leading bike brand. With cycling becoming more popular, and the trend of vintage bikes, they have lost their place in the market. As the middle man, they need to own the recreational biking category. The new concept, including a fresh new look, encourages people to get out, explore, and just ride their bikes. This is the new logo, mood and inspiration board, and mobile app that records new routes, mileage, goals, and the overall experience.