CYCLE LAB

Underline2

There are two major bloodlines within the cycling community: road biking and mountain biking, each with its own codes and references, though sharing the same essential passion for locomotion on two wheels.

 

In recognition of this we used the same colour palette when creating a distinct graphic language for both worlds. The graphic language we created is simple and unmistakable: straight, distinct lines for road biking and crisscrossing, wavering lines when referring to mountain biking.

 

After visiting the Fourways flagship store, we suggested to the client that conceptual installation would make for distinct in-store communication. Immediately we started seeing maps, and with this shared experience in mind, we came up with the idea of creating a road map of Johannesburg, using nothing but bike parts; an exploded view brought to life by industrial designer, Max Basler.

SCOPE OF WORK
  • Brand Identity
  • Installation
  • Illustration
  • In-store Visual Communication
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