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Smurt

A complete creative engagement covering brand identity, product design, and advertising for a high-end bike cleaning product line.

Smurt – noun in Danish, meaning well lubed – was launched in 2016 with one mission: To create the best products for people’s bike. Designed without compromise for the most discerning frames and components. Black was involved at every step of the creative process, from strategy to brand identity to product design to advertising and e-commerce.

Client
Smurt
Link
Year
2016
Services
Product Design, Brand Identity, Advertising
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New Bike – Everyday

A clean bike is a fast bike. At Black, we are pretty passionate about our rides but we found most of the cleaning products on the market were lacking – so we decided to make our own. Advances in modern chemistry means that its now possible to have effective detergents that are also environmentally safe. That was our motivation in developing the Smurt line – the most effective bike cleaner without the moral hangover!

Fun fact?
Denmark is the ultimate destination for biking holidays. With more than 12,000km of marked cycling routes of incredible variety with plenty of amenities along the way – Denmark is a country made for cyclists and inspirational trips.

Excellence in cleaning and care products
We developed Smurt to give the hardcore rider a clean and green ride with more in the can. We incorporated an environmentally safe propellant that takes up less space, so there is more product with every purchase. The bottle and label are clean and simple to highlight the wild green color of the Smurt cleaning products inside.

We know that we have developed the best products for your bike. Designed without compromise for the most discerning frames and components.

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Anders Christiansen
Creative Director

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Jonas Rasmussen
Art Director

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