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    Brief Professional road cycle racing is one of the toughest and most dangerous and challenging sports out there. The major races on average cove… Read More
    Brief Professional road cycle racing is one of the toughest and most dangerous and challenging sports out there. The major races on average cover over 3,500 km over a three week period, pushing the nine men teams to their physical and mental limits. Choosing an established brand (eg. Kellogs), create a dynamic identity for a new pro-cycling team. The new team should reflect the values of the master brand but exist separately in its own right. The identity should roll out consistently across everything from a water bottle to the team bus. Target audience is people who have an interest in professional cycling events and therefore both male and female and covers all social classes. Challenge & Idea Evian needed to create the purest cycling brand around, this would in effect bring in the best professional cyclists to prove they’re Pure and free of any doping. I have developed the idea of the ‘Gradient’ which would show the filtering of the water through the French Alps into the purest water. This journey is where the cyclists pick up their winning traits. It’s pure behaviour and pure identity is shown across all forms of communication. Read Less
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