Nich Rides Forward: A Thai Cycling Brand Reimagined for the World

Nich, a high-performance Thai cycling brand with over 15 years of history, is entering a new era. After years of success across Thailand and Southeast Asia, the company is now expanding into highly competitive international markets, including North America, Europe, and Oceania. To meet this challenge, Nich partnered with Kenshō Agency to redefine its brand identity—bringing a fresh, modern presence while staying true to its origins.

The goal was to equip Nich with a visual language and brand narrative capable of standing confidently alongside global leaders like Giant, Cannondale, and Specialized. More than just a design update, the project aimed to tell Nich’s story in a way that would build credibility with new audiences and reflect the passion and purpose that have driven the brand since the beginning.

Kenshō took a deeply collaborative approach, traveling to Thailand to conduct research and immerse themselves in Nich’s culture and community. This on-the-ground work informed a complete brand overhaul, including a refined logo and an extended identity system applied across product lines—most notably, the brand’s signature KEYS handlebars.

While digital components like the website are still rolling out, the new identity is already in full use on Nich’s bikes and hardware. The updated branding gives each product a stronger presence, positioning Nich as a serious contender on the global stage while honoring the spirit that shaped its journey.

Nich Rides Forward: A Thai Cycling Brand Reimagined for the World

Nich, a high-performance Thai cycling brand with over 15 years of history, is entering a new era. After years of success across Thailand and Southeast Asia, the company is now expanding into highly competitive international markets, including North America, Europe, and Oceania. To meet this challenge, Nich partnered with Kenshō Agency to redefine its brand identity—bringing a fresh, modern presence while staying true to its origins.

The goal was to equip Nich with a visual language and brand narrative capable of standing confidently alongside global leaders like Giant, Cannondale, and Specialized. More than just a design update, the project aimed to tell Nich’s story in a way that would build credibility with new audiences and reflect the passion and purpose that have driven the brand since the beginning.

Kenshō took a deeply collaborative approach, traveling to Thailand to conduct research and immerse themselves in Nich’s culture and community. This on-the-ground work informed a complete brand overhaul, including a refined logo and an extended identity system applied across product lines—most notably, the brand’s signature KEYS handlebars.

While digital components like the website are still rolling out, the new identity is already in full use on Nich’s bikes and hardware. The updated branding gives each product a stronger presence, positioning Nich as a serious contender on the global stage while honoring the spirit that shaped its journey.