Cyclefit

Rebranding a leader in cycling science

Brand strategy
Brand identity
Brand assets
Brand guidelines
Brand activation
Packaging design
Art direction

Client

Cyclefit is the leading provider of cycling position analysis, and the only independent company in the UK contracted to work at World Tour level. They provide a unique professional bike fitting service to improve the comfort and performance of cyclists, by using scientific analysis with the best medical practitioners, frame builders, bike fitters and equipment, to create solutions for top professionals and amateurs to get more out of cycling.

Brief

Cyclefit wanted a new brand identity to demonstrate their respect for the sport and reflect their commitment to the very best in cycling. As well as increasing the awareness of their bespoke fitting reputation throughout the competitive cycling community, they wanted a boutique identity that could help them expand into apparel and accessories.

Solution

Rose created the brand strategy and brand identity for Cyclefit, to reflect their desire to make cyclists the best they can be. The inspiration for the brand identity came from the most famous and challenging cycle race in the world – the Tour de France. Traditionally the names of the great and the good are painted on the roads by fans prior to the race, in support of their cycling heroes. Rose took inspiration from this to create a unique calligraphic pattern for Cyclefit. The brand pattern includes the greatest names in the cycling world: women, men and brands. It was designed to evolve, so the latest names in cycling can be integrated into the legends of the sport, creating a distinctive brand asset for Cyclefit to use across a variety of applications including marketing, packaging, apparel and in-store.

Result

The creation of the brand identity for Cyclefit helped increase brand recognition, and within a year of relaunching, they expanded their London operation with a further store in Manchester. In the year following the new brand identity, Cyclefit saw a 44% increase in operating profit from the previous year¹.

¹ Cyclefit Limited Financial Statements

Cyclefit

Rebranding a leader in cycling science

Client

Brief

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