Buell wanted to get a fresh look for the new entry in their famous and revered long line of motorbikes.
Whatever direction we took the project in, it was essential for us to keep the "Buell spirit" intact. Buell users are very loyal to the brand and deeply connected to it on an emotional level, so in order to take it one step forward, to give them a new Buell experience, we had to get to know them very well.
We designed a motorbike that would embody the essence of Buell and at the same time would appeal to younger users. 1125-CR was destined to take the great legacy of Buell to a new generation.