A bicycle brand launched by the TI Cycles group, Roadeo is a collection of adventure mountain bikes that are aimed at adventurous young children, aged 10-16 years. The identity for this brand has been inspired by the bull. The bull has strong associations with being bold, strong and unafraid - qualities that also appeal to the target group.

 

As part of the 3 member team working on this assignment, this was my contribution:

The identity for 'Roadeo' was been designed to be dynamic. The changing faces of the bull on various collaterals aim to create a sense of energy. The changing facets on the bull's face are representative of unexplored territory and changing terrain that the rider is unafraid to travel through.

This brand identity remained in the production phase, and was not realised as the brand identity for Roadeo.