Building the complete cycling experience

Kaptein is a bike store in Amsterdam, rooted in craftsmanship and personal service since 1975. Known for its long history and trusted expertise, the shop has built a strong reputation among cyclists across the city.

Challenge
As Kaptein continued to grow, the ambition was to bring the quality, care, and expertise of the physical shop more clearly into the digital space. At the same time, the brand needed to reflect an offering that had expanded beyond bike sales and maintenance, positioning Kaptein as a place for bike fitting and coaching as well. The brand had to feel more premium, while remaining human and familiar, with a webshop that functions as a natural extension of the store.

Solution
The new brand identity and website connect Kaptein’s long history with a more outspoken, modern look and feel. The visual system is sophisticated yet approachable, and the website brings bikes, service, bike fitting, and coaching together in a clear and structured experience.

Result
Kaptein now communicates a complete cycling experience through a confident and contemporary brand presence that still feels familiar. Across the website and other channels and touchpoints, the full offering is clear and accessible, supporting stronger visibility and helping Kaptein connect with both existing customers and new cyclists.