ARCH CYCLES, TREK CONCEPT STORE
Arch Cycles, located in the trendy Melrose Arch precinct in Johannesburg, the shop opened in August 2019 as the first Trek Concept store in South Africa and showcases all the latest Trek bikes from Project One, Road, Mountain, Ebikes and kids bikes.
BrandHue.studio were briefed to develop and design a brand that is sporty and cutting edge yet had some elements that tied in with the Trek brand aesthetic and colours, yet completely independent and unique.
*Old designs by previous designer.
We decided to use the exact same red that Trek used but created a unique visual brand identity. The triangle shape conveys a sense of reliability, strength, and purposefulness. We were also inspired by an article that we read that stated: “The corners of the triangle might represent speed, endurance, and power. The triangle area represents the total amount of fitness.”
We developed the Arch Cycle corporate identity and logo pattern and rolled it out in various media. We designed the Arch Cycles racing shirt and created various marketing assets for digital, their social media channels (@archcyclesza) and print.
