Bell Shop Manual

Reclaiming Legacy. Reigniting Leadership.
Bell Helmets, once a pioneer in moto and cycling culture, had lost its identity—reduced to a commodity product in big-box retail with little connection to the community it once defined. The brand needed more than a facelift—it needed a rediscovery.The team led a strategic deep dive into Bell’s origin story, cultural impact, and untapped brand equity. The outcome was more than a rebrand—it was a manifesto. A book that honored Bell’s rich history, reaffirmed its core values, and reestablished its authentic voice in the market. This work became the catalyst for renewed investment, a strategic blueprint for innovation, and the foundation for Bell’s return to leadership in the category.