Orbea | Aesthetic range strategy: redefining road bikes

Orbea is much more than a bicycle company; it is a cooperative and a passionate family that creates and manufactures some of the most innovative and cutting-edge cycling products and bicycles in the world.

At dot., we take pride in collaborating with Orbea’s design, innovation, and engineering teams to co-create some of the most remarkable bicycles globally.

We analyze the DNA of the Orbea brand, gaining insights into its identity and values to translate them into designs. This ensures that all products developed under the Orbea brand share a cohesive aesthetic that aligns with its vision and values.

Once the strategy was defined, we spent years designing various models of road bikes that align with the brand's aesthetic guidelines: Orbea Orca, Ordu, Orbea Avant, Orbea Terra and Orbea Orca Aero.