These objects illustrate the youthful, urban and sexy brand personality being promoted by Knog. Products advertised in the catalogue range from the 'Art Series' limited edition satchels with fashionable line drawings to the high performance Gator LED bike light, demonstrating the scope of Knog products across both the fashion and cycling markets. The catalogue uses fashion photography and unique, slightly risque stories to accompany each item. For example the Gator is promoted by comparing it with impotence medication "...it's got so much energy it fills everyone with 'it' for four long hours. Better still it only takes a flash to recharge before it can do it all again."

Designed by Melbourne industrial design firm Catalyst Design Group, the Knog range of bicycle lights and accessories represent an innovative business approach by an Australian industrial design firm. Catalyst created Knog in 2002 as a unique cycling brand that was fun and design-oriented, but would also appeal to cycling commuters. By designing and manufacturing their own proprietary brand, Catalyst could ensure consistent work flow as business cycles varied in their contract work. The group won the Australian Design Award of the Year in 2007 and in 2006-2007 sales revenue for the brand almost quadrupled, with a revenue of $3.2 million. By 2008 the company had more than 80 products selling in over 30 countries including lights, gloves, bags and bike luggage, and the firm spent 60 per cent of its time designing products for Knog.

The first dedicated Knog retail store opened in Melbourne's Chapel St in 2008, reflecting the status of Knog as a fashion and lifestyle brand. This Knog material also represents a wider trend of promoting design and lifestyle to create a new market for cycling products, as exemplified by designers such as Marc Newson and Ross Lovegrove designing for Danish bicycle company Biomega.

Angelique Hutchison
Curator
November 2008

Designed by Knog Pty Ltd, Richmond, Melbourne, Vic, 2008.
The posters feature photographs and text that is also included in the catalogue.
The stickers feature artwork from the 'Art Dog' series of limited edition bags, designed by Knog Brand Director Mike Lelliott.

From catalogue credits:
Catalogue concept and Creative Direction by Michael Lelliott, Brand Director, Knog
Photography - Glendyn Ivin; Production - Gemma Lee; Styling - Polly Kerdal; Hair and Makeup - Toni Colstram
Writing - the Ugly Kids Daniel Juhasz and James Ruhfus; Product Photography - Tord Johnston; Photographic Assistant - Chris and the KNOG crew
KNOG products designed and produced by Hugo Davidson, Mal McKechnie, Craig Stevens, Joelene Tee, Libby Christmas, Chris Bilanenko, Paul Daniel and Michelle Muller at Catalyst Design Group, Australia
Shot on location at Human Powered Bicycles, Brunswick and the streets of Melbourne and Brunswick.

Donated unused.

The Knog range of bicycle products is designed by industrial design firm Catalyst Design Group in Melbourne. Catalyst Design Group was founded in 1989, current Directors are Hugo Davidson and Malcolm McKechnie. Knog was established in 2002 and the first products were lights for the ends of bicycle handlebars and a range of bags. In 2006-2007 sales revenue for the brand almost quadrupled, with a revenue of $3.2 million. By 2008 the company had more than 80 products selling in over 30 countries.

Mike Lelliott joined Knog as Brand Director in 2006. Prior to this he worked with Australian brand Crumpler from 1994 and from 2003 - 2006 was Creative Director for Crumpler GmbH in Europe.

References
McColl, G. (2007, September 3rd), 'Ride the fast track', IP Australia Designs Centenary website, retrieved 3rd October 2008 from http://www.ipaustralia.gov.au/designscentenary/news/news_06.html

Advertising material, consisting of catalogue, stickers and posters (3), 'Knog', paper / plastic, designed and made by Catalyst Design Group / Knog Pty Ltd, Richmond, Victoria, Australia, 2008

Colour printed glossy catalogue, packet of Knog stickers or 'stinkers', three large colour printed glossy posters.

Made: 2008

2008/229/3

2008