Adam and Youngson were commissioned to re-think and re-set the blueprint
of the organisation, discover target audiences and deliver an overarching brand strategy encapsulating Velobici's establishing purpose; to enhance the performance of the individual road cyclist, without sacrificing style, achieved through premium, luxury materials and only ever being assembled by hand in England.
After setting a brand manifesto, building a strategy and establishing tone of voice we redefined the look of the brand; our challenge was distilling 'Britishness' and heritage elegance whilst bringing it up to date and enabling performance as an international and contemporary cycling brand. This needed to reflect the owners personal style, creative vision, the heritage of the brand and the core USP of Velobici; ENGLAND MADE.
The Monogram, Wordmark and Brand Stamp all draw on the history of the brand whilst re-focusing on future-proofing it for a modern audience. We set the core colour pallet, consisting of Moss, Signal and Racing Green with subtle hints of Black. A meaningful nod to England’s cycling heritage, British Manufacturing and the English landscape.
The new branding allows customers to connect with the essence of the brand through all touch points. The brand now has a considered unified creative direction that echoes and embodies the luxury and heritage elements of the brand and its products. All material and process application have been view through the lens of our brand strategy and always with gender neutral and sustainable points of view.