An informed heritage brand for one of cycling’s most famous grand tours.
Giro Legends evokes the era of steel framed bicycles, wool jerseys and the drama of ‘La Corsa Rosa’. Based around the famous Giro d'Italia cycling race, it is a celebration of the greatest cycling heroes of the sport and their stories — both known and unknown.
This project was handpicked and featured by the Creativepool team, alongside work from ITV Studios and Häagen-Dazs. You can view it here.
A brand marque, collateral materials, merchandise and apparel were all developed. Cohesively communicating a feeling of both history and heritage, the legacy and romance of the race was effectively realised through a combination of curated photography, crafted stories and informed typography. This was a vintage spin on one of the major events in cycling’s sporting calendar.
The brand identity mined a treasure trove of archival photography from the era.
An A5 promotional publication was created which showcased the history and heroes of the Giro d'Italia. Metallic flecked, textured paper lent an air of quality and makes reference to classical Italian terrazzo patterns. Saddle stitching and single colour printing gave the booklet memorable visual impact with low financial outlay. Packaged in vintage style glassine envelopes.
Uncoated, layered paper stocks and ASCII code rendered images helped to project a distinctive visual language.
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