With the launch of the new bicycle bag series, it was time for a rebrand. As the products became more high-end, the brand needed to reflect that elevated quality. I led the brand’s art direction across all touchpoints — from catalogue and photography to packaging and the exhibition booth. Together with Miranda Timp, we developed a cohesive style and tone of voice that resonates with existing customers while also capturing the attention of a younger audience.

“Sustainability in motion” became the brand’s guiding slogan, reflecting not only the use of sustainable materials and packaging, but also the forward-thinking vision that drives the brand — both literally and figuratively.

Photography by Studio van Beusekom.
Brand page Urbanproof.