Ulac’s beginnings go back to 1982, when Ulac started off as an original equipment manufacturer in Taiwan working with international brands including Master Lock, Panasonic, Giant Bicycles and Assa Abloy. After accumulating experience with locks for over 25 years, the company launched its in-house brand in 2015 under which the silicone locks of the Si Works collection were brought onto the market. The second step was the development of a fingerprint lock release, which brought the brand to the next level. Today, new product concepts are created in-house in the U-Lab in close cooperation with designers and engineers and are produced in the company’s own factory so that they can be tested directly. Ulac has made a name for itself in the cycling industry with the introduction of new technologies such as fingerprint release locks, alarm systems or RFID in bicycle locks, as well as with the award-winning designs of the locks themselves. With the presentation of the TRON fingerprint padlock at the Taipei Cycle Show 2019, the brand achieved international reach for the first time. The distinctive word mark with the two dots above the letter A features on all products and in all crossmedia communication. The brand identity of Ulac is based on the idea of experimenting with the latest technologies when developing the locks, while at the same time playing with colours and shapes. The message behind this is that Ulac’s locks offer more than just functionality – they are also a way of expressing one’s own individuality. Driven by the guiding principle “A bike lock is not just a bike lock”, the brand positions itself as a lifestyle brand for urban cyclists. Accordingly, the advertising campaigns illustrate how the locks are used by trend-conscious young people in everyday life. This approach is reinforced by the Lonely Riders Cult, a cycling community set up by Ulac under its own logo and which invites cycling enthusiasts to exchange ideas. In addition, the brand also has a strong social media presence and it partners with many international influencers, artists, local bike shops and cycling events to further strengthen the brand’s image in the cycling community.