Harley-Davidson Street 750: Mini-Pamphlet Design

Changing the Brand Image with Style

Harley-Davidson, known for its "muscular" and "wild" reputation, wanted to change its brand image to resonate with a younger audience. To achieve this, they collaborated with E-graphics communications to create a mini-pamphlet that would be distributed at trendy locations such as HMV in Shibuya and cafes in Daikanyama.

The goal was to establish a stylish urban perspective and make the younger generation feel that Harley-Davidson is relevant to their lifestyle. By positioning the STREET 750 model as a fashion item, the mini-pamphlet aimed to create surprise and intrigue among its target audience.

The STREET 750 is a new model that offers a unique riding experience in urban terrain, catering to a younger demographic. With a surprisingly low price point for the Harley-Davidson brand, under 900,000 JPY, the company demonstrates its commitment to capturing the young adult market segment.

The mini-pamphlet, made of a hard texture paper, consists of 16 pages and measures 180mm in width and 80mm in height. Its compact size allows it to be easily picked up and inserted into the back pocket of pants, making it convenient for on-the-go individuals.

Placed on the counters of select clothes shops and audio-visual stores, the mini-pamphlets serve as touchpoints for targeted customers. By leveraging the familiarity of high-fashion brand flyers, Harley-Davidson aims to surprise and captivate potential customers, encouraging them to view the brand as fashionable and trendy.

The STREET 750 was launched in February 2015, and the mini-pamphlets have been distributed since March. The design team, led by creative director Yoshitaka Nonaka, art director Eriko Takahashi, and copywriter Hiroyuki Arai, overcame the challenge of combining a "new lifestyle" feel with the Harley-Davidson brand image. They drew inspiration from popular lifestyle magazines among young people to create a unique and appealing design.

This innovative mini-pamphlet design for Harley-Davidson Street 750 was awarded the Bronze A' Design Award in 2016. Recognized for its creativity and ingenuity, the design showcases the brand's commitment to incorporating best practices in art, science, design, and technology, ultimately making the world a better place.