Bell Figurehead


Bell is an iconic American brand. Their blue collar heritage encompasses test pilots, auto racers, and motorcycle daredevils. More recently their bicycle helmets have grown in popularity. To provide their retailers with an additional tool to help educate consumers and promote sales, they asked Concept Designs to design a pair of wall frames.

We conceived two frames. The single frame can hold a printed graphic or mirror and is ideal for smaller retailers or for those with severely limited space. A larger, three panel “triptych” can also hold a mirror or graphic in the center, flanked by two additional graphics in the side wings.

Both are fashioned from clear powdercoated steel. An embossed logo badge, made from hot-dipped galvanized steel and riveted to the face, provides a signature branding statement and a strong tie to Bell’s roots.



Retailers were enthusiastic about the new “Figureheads” and quickly depleted the first order. They proved so popular for Bell’s bicycle dealers that they were soon adapted for their motorsports dealers as well.

Bell Compact Helmet Tree


Responding to requests from both domestic and international retailers, Bell required a means to display from 12 to 16 bike helmets on a strongly branded, yet compact, "tree". The display needed to accommodate existing powder coated steel helmet holders. The display had to be easy to assemble and ship in UPS-able boxes. 



Concept Designs conceived a diamond-shaped steel column, all 4 sides slotted at intervals to accept helmet holders at varying heights. The column mounts to an oblong black mdf base. The Bell logo is repeated on a 2-sided rotatable header and on 2 decals affixed to the base.

Bike retailers responded enthusiastically to this latest member of the Bell display family. The initial order of "trees" was quickly placed. European retailers in particular appreciate Bell's response to their challenge of limited space.

Bell Helmet Bracket


Bell Helmets are a dominant brand in the cycling world. They are sold nationally and internationally in stores ranging from small, independent bike dealers to large sporting goods chains to big box retailers. Bell required a simple, cost-effective Helmet Holder that could span that range of retailers. It needed to be simple, sturdy, and strongly branded. It also needed to accommodate optional shelf talkers that describe the specific helmet displayed.


This powder coated steel Helmet Holder meets all of Bell's needs. The simple, bent steel form is functional and durable, supporting the full range of Bell products, from their high end road bike helmets to their full-face off-road mountain bike helmets. A Bell logo decal is adhered to the face plate. A slotted bend in the face plate allows interchangeable shelf talkers to be easily inserted. The Helmet Holders function on slat wall, as well as on Bell's Helmet Tree and Helmet Cart (also designed by Concept Designs).

Bell Helmet Cart


Bell is one of the most respected names in protective headwear. Their helmets are used by motor sports and bicycle enthusiasts as well. A newly introduced dispensing cart for bike helmets is a part of their expanding in-store marketing program. Bell, a member of the Easton-Bell family of sports-oriented brands, turned to long-time display design partner, Palo Alto, CA-based Concept Designs to take on the challenge.

The requirements for the cart included:

  • Flexible capacity - Needed to hold up to 30 boxed helmets.
  • Mix of materials to match the look and feel of a new display family.
  • Accommodate up to 6 sample helmets, displayed out of the box on existing Bell helmet holders.
  • Incorporate adjustable mirror.
  • Graphic lifestyle opportunities.
  • Small footprint and mobility.
  • Strong branding to emphasize the Bell brand (and discourage other brands from "sharing" the cart).
  • Durable construction. This cart needs to last at least 3 years.
  • Easy to assemble and packable in UPS shipable boxes.



The dramatic dark grey design, highlighted by red Bell logos, reinforces the Bell heritage and strong brand. The mix of durable materials and sturdy construction guarantees years of service in the demanding retail environments for which the carts are intended.

An initial order of carts was distributed to Bell bicycle retailers in the United States and Europe. The cart, a wall display system, and a companion helmet "tree" are key elements as Bell expands its already powerful presence in these competitive markets.

Bell Powersports Helmet Tower


  • Design a modular, expandable, flexible tower display that could accommodate up to 24 motorcycle helmets.
  • Incorporate helmet shelves that could mount to the tower or to slat wall or slat grid. Ideally the shelves would display the helmets face out or on an angle.
  • Provide strong branding for the respected Bell name.
  • Allow for interchangeable Feature Benefit cards for individual helmets.
  • Due to limited space in motorcycle dealerships, keep the footprint of the tower small.
  • Through materials and design, reinforce Bell's leadership position in the helmet market.


The display had its initial introduction at Dealer Expo in Indianapolis, which gave it a strong endorsement. The response was so strong that the initial order for the tower grew by 40%. The displays have been a great success and a re-order followed shortly after the initial rollout.

Bell Wall System


Bell and Giro helmets are the dominant brands of bicycle helmets. Bell sought to further reinforce their leadership position in independent bicycle retailers with a comprehensive wall display system.

The goals for the program included:

  • To provide a family of strongly branded, cohesive display elements that could serve individually or as a group.
  • To establish a strong presence in the crowded retail environments in which their products are sold.
  • To help carve out a Bell-centric area on a store's slat wall or grid wall.

The elements of the system were to include a Logo Sign, Wall Mirror, Graphic Frame, "Risers" (to accommodate helmets in boxes on the floor or on slat wall), and a pair of Banners with lifestyle graphics and logos.


The strongly branded display family provides a highly flexible approach to displaying Bell's products and reinforcing the brand. Because bike shops tend to be crowded, with space at a premium, flexibility and adaptability were key. This system allows retailers to group the elements together in a Bell-specific area, or spread them out. Either way, the Bell logo is impossible to miss.

This display family has strengthened Bell's already strong hold on the bike helmet market. An initial roll out was followed by a re-order later in the year. The displays are currently in wide distribution in the United States, Europe, Canada, and the Pacific Rim.