The goal of this project was to create a rebranded identity for a local bike shop whose mission is to reduce waste by recycling and refurbishing existing parts to create affordable bikes for their community.
The process began by researching sustainable design and looking deeper into the cycling community. I wanted the brand voice to feel inclusive unlike its upscale competitors in the area.
The proposed brand identity is successful in including multi use touch points, going back to the idea of repurposing and reducing waste. The trademark represents the infinite lifespan a bike can have if it is properly cared for and repaired, while the colors resemble city streets, recycle bins and plastics that might be found in them.