With the rise in people involved in road biking, there has recently been demand for increased diversity in roadwear. Different from the common sporty items on the market Guell produces a more urban and modern line.
Inspiration for the logotype was taken from gears, speed, muscle movement, breathing, and the light and shadows from the sun. The jersey pays homage to Nara and represents a unity with nature by incorporating into the graphic design the contours of the Nunome Lake segment of the "Tour of Japan", Japan's highest level road race.
With a minimal urban taste and a gentlemanly refinedness, Guell has created a brand identity as "The Urban Roadwear".