Objective
Challenge cycling’s gatekeeping tone. Create a fictional brand that feels premium yet very human. Show how design can invite more people in.

Made
A simple identity and tone of voice that strips out jargon. A visual series centred on fun. A layout and typography that feels engineered but warm. A restrained colour palette. Modular templates for posters, social, and stories. Design principles that replace spec speak with plain (visual) language.

Distribution
No campaign distribution. Presented as a case study to demonstrate approach and craft.

Outcome
What began as a half-day experiment became the proof that a cycling label can be sharp and inclusive at once. People-first. Straight-talking. Soul intact.

Services
Branding · Design · Photography · Copywriting

Credits
Kris Kala