Jaegher is primarily an online racing cycle brand. It sells steel bicycles that are as light as air and tailored to your individual needs. (Make your order and you’ll be meticulously measured at Jaegher HQ or a measuring centre in your area.)
The Brief
As an online brand of tailor-made racing cycles, Jaegher faces one problem: people still want to see the actual bicycles before deciding to buy one. It’s often hard for international clientele to come to the Jaegher headquarters in Belgium’s Ruiselede. But Jaegher wanted to bring the frames as close to them as possible.
How the final design was conceived
We made a brochure that answered Jaegher’s needs perfectly. Every element photographed was scaled to life size. A Belgian praline, welding lines, a full-blown cyclist’s breakfast, a few inquisitive people and last, but not least, bicycle frames. Unfolded, the brochure measured 1 meter by 70 centimetres (40 inches by 27.5 inches). Pictures were taken keeping the 1:1 concept into account. Afterwards the original measurements of the objects were used to translated the pictures to the exact same size on the pages of the brochure.
Indication of how successful the outcome was in the market
Being a high-end brand, Jaegher wanted the communication to have the same high-end feel. We chose to print 500 numbered issues. It quickly became a collector’s item – and was close to a piece of art. Partly because of this, the brochure also received attention from various blogs, plus people talked about it on social media. It even convinced Johan Museeuw, winner of 11 World Cup races, to order his very own custom-made bike.