Ever wondered about mixing a biker's energy with a brand's classic blue style? Here's the branding narrative of how Wheels & Pedals got a bold makeover with it's iconic blue.
ABOUT WHEELS & PEDALS
Wheels & Pedals is a friendly bike shop in the suburbs of Mumbai. Their business is well-known for selling bikes and bike tech products, offering bike servicing, providing occasional rentals, and hosting bike rides. Despite sounding bold, their visual style statement did not reflect this. They desired a minimalistic makeover for their brand while retaining their signature blue colour in their branding.
REDEFINING THE IDENTITY
To meet their request for a fresh and eye-catching redesign, I worked to update their image while keeping the familiar blue colour that people associate with Wheels & Pedals. My goal was to give their brand a new, exciting look while still preserving the beloved blue that's become a part of their identity.
Identity Design | Visual Strategy | Brand Positioning | Typography | Communication
THE IDENTITY STRATEGY
The design journey began with understanding the bike shop's business and challenges. After refining creative directions, we embraced a powerful idea of merging the bike's crucial element, the crank, with the ampersand. But why a crank? It is not only a mechanical marvel for power transmission, but also an iconic, visually striking symbol synonymous with the world of biking. This visually striking concept elevated the brand with a dynamic and seamless connection.
TYPOGRAPHY ENHANCEMENTS
We applied a significant adjustments by italicizing the typo, skewing it as per technical grid alignments. This aimed to convey a sense of speed and capture the dynamic energy in biking.
