Online Experience for an Outdoor Cyclist Brand

Human Deluxe GmbH

As long-time business partners and friends of The Gentle Jaunt, Human Deluxe accepted the challenge of creating a new website for The Gentle Jaunt, Berlin’s bike shop for laid-back outdoor enthusiasts.

The expert team around founder Alexander Ingendorf builds and customises tour bikes, and prepares passionate cyclists for their next adventures. To address this very special community and differentiate the brand from generic bike shop chains, we had to find a unique way of capturing their lifestyle.

«Catching the vibe of The Gentle Jaunt showroom which is situated in Berlin’s vibrant Simon-Dach-neighbourhood was key to creating the right experience,» says Johannes Ippen. «Lisa Wassmann’s amazing photography was the cherry on top, and significantly shaped the experience we designed for Alex.»

Reducing the amount of long-form copy & turning headlines into graphical elements was a key in getting the user journey right. On top, we added a little animation to the beloved logo.

We developed the site in Wordpress, connecting it to an existing blog and online shop.