Case Study No.021

Responsive Branding Design, Illustration, Lettering & Print Design

BIKES ARE CHILL.

A small, locally owned bike shop focused on the enjoyment of the ride, not the skill of the rider.

Casey from Grist and I sat down for coffee in early 2018 looking for a way to bring a fresh new look to the bike shop while being unique and infusing a little bit more personality into the shop. Casey has a mild obsession with old Norse legends/fables, all rooted in an extinct runic language called “Elder Futhark”. It’s odd, hard to read, and there’s really not much info on it. We thought it had a ton of personality and really suited the “wild, free spirited” personality Casey wanted to instill into the brand. So I took it and ran with it.

THE NUMBSKULL

Casey’s fellow cyclists know that there’s no place he’d rather be than venturing outside on his bike. I wanted to capture the free-spirit, wild, adventure-chasing attitude. Thus, the main mark, “the numbskull,” was born. Neither human, nor animal – a spirit afraid of nothing and ready for any adventure.

ELDER TONGUE

Inspired by Elder Futhark, the logotypes’ letters are drawn with historic accuracy while remaining legible in English. I wanted to make sure that the mark had some tie in to the bike shop, so the tops of the letters are designed to subtly resemble handlebars. This took a lot of experimenting with different letter forms and  referencing a ton of weird, old rune charts for Futhark.

SLICE IT UP

To further expand the logotypes’ style, I created “The Slice”. It brings a sense of motion and action to the identity while providing a vertical layout option.

HALLOWED RUNE

What’s a brand based on runes if it doesn’t have a rune itself? As a mark that’s already embedded into all of the logos, the handlebar rune also stands on it’s own as an iconic mark.

EXPANDING THE BRAND

Illustrations & lettering pieces to further the brand narrative in a really fun way.

“Working with Zach was a blast! I’d toss my vague, half-baked ideas at him and he would expand them into brillant finished pieces. Great work!”

CASEY – GRIST CYCLES

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