Riese & Müller select AKQA Berlin to lead the redesign of its brand and digital ecosystem

AKQA Berlin has been appointed lead partner for the next chapter of Riese & Müller’s global brand and digital transformation.

The partnership marks the beginning of a collaboration to fundamentally reimagine the premium e-bike brand’s brand identity, communications, digital experience and overall ecosystem on an international level, including strategic growth initiatives around SEO and GEO, media strategy and performance-marketing, as well as campaigns.

Riese & Müller is one of the world’s most highly regarded e-bike manufacturers and continues to expand its offering for both end customers and dealers, while simultaneously advancing its digital transformation. Against this backdrop, AKQA has been tasked to design a single, scalable brand and digital experience ecosystem that improves customer acquisition, strengthens dealer enablement and unlocks new commercial value across consumer, fleet and business segments. This ecosystem will be activated through strategic, integrated campaigns.

“A strong brand is created where customers experience our products, both online and offline, we want to make these experiences even more customer-centric,” said CEO Riese & Müller Sandra Wolf. “Our goal is to further strengthen the brand and its communications, while in particular deepening the connection with our retail partners.”

“As a premium brand, our digital touchpoints and the physical product experience need to work seamlessly together,” said Chief Digital Officer Riese & Müller Rainer De Mey. “We want to rethink our overall experience holistically and build a flexible, future-proof platform for innovative brand experiences and digital services. With AKQA, we have a partner at our side who can support this ambition at the highest level.”

Group Experience Design Director AKQA Chris Marsh said: “Riese & Müller is a brand defined by quality, clarity and purpose. Translating these qualities into a coherent brand experience, from the very first interaction with the brand all the way into everyday life with the bike, is what makes this collaboration so special.”

As Riese & Müller continues to evolve its technology, data and systems landscape, AKQA ensures that these innovations are also felt across the brand experience. This includes look and feel, experience design, as well as content and services that bring the brand promise to life across the entire customer journey: from discovery and configuration to purchase, service and connected features. The manufacturer’s new platform will consolidate previously fragmented touchpoints into a modern, intuitive system. It will be directly connected to the supply chain and retail network, bringing together brand and product presentation with specialist retailers and customers.

Executive Creative Director AKQA Kai Heuser said: “Riese & Müller has a deeply human ambition, developing products that are grounded in real life. Our work spans all touchpoints and shapes the brand’s overall attitude. It strengthens emotional clarity and defines a brand promise shaped by movement, meaning, and modern mobility.”

The partnership represents an important milestone in the continued growth of AKQA Berlin as a studio operating at the intersection of brand, experience and technology. Following a year of team expansion and increased collaboration with global clients across mobility, premium, luxury and technology sectors, the win of Riese & Müller exemplifies the studio’s vision: to create forward-thinking brand experiences that set benchmarks through intelligence, craft and emotional impact.

Work has already begun and will continue over the coming months in close collaboration with Riese & Müller’s executive leadership and partner network. The first visible outcomes of the new brand and platform are expected in the second quarter of the year.