Case Study
Arch Cycles
Concept Store
Background
Arch Cycles, a leading cycling retailer, was presented with a unique opportunity to establish itself as the first Trek concept store in Africa. This exciting venture aimed to open a high-end concept store in the prestigious Melrose Arch neighbourhood of Johannesburg.
The opportunity
Facing this exciting prospect, Arch Cycles sought our expertise to create a comprehensive branding strategy and develop an e-commerce website. They provided us with creative freedom, with the only stipulation being that the new brand should be independent while seamlessly complementing the Trek brand.
The solution
To craft a distinctive identity for Arch Cycles, we embarked on a creative journey. Our design process began by exploring the 'A' and 'C' in Arch Cycles, resulting in the creation of an iconic logo that exuded sportiness and energy. This logo was designed to capture the essence of cycling and adventure. Building upon this foundation, we developed a unique pattern derived from the AC monogram, which served as the cornerstone of the brand identity. In alignment with the Trek brand's color scheme, we retained a similar shade of red and introduced black and white elements to maintain visual consistency between the two brands.
A & C Arch Cycles logo icon
Arch Cycles logo pattern
Arch Cycles business card - Front
Arch Cycles business card - Back
Arch Cycles branding outside their store in Melrose Arch
Our work extended beyond the logo and brand identity; we also had the privilege of creating various brand elements for Arch Cycles' physical store. This included the design of an official Trek/Bontrager x Arch Cycles cycling jersey, which epitomised the synergy between two leading brands in the cycling industry.
Official Trek/Bontrager x Arch Cycles jersey
Social media post - Arch Cycles Ride Club
Arch Cycle staff t-shirt
Comprehensive Branding
Our work extended beyond the logo and brand identity; we also had the privilege of creating various brand elements for Arch Cycles' physical store. This included the design of an official Trek/Bontrager x Arch Cycles cycling jersey, which epitomised the synergy between two leading brands in the cycling industry.
The result of our collaboration with Arch Cycles was a cohesive brand identity that not only distinguished them in the market but also seamlessly integrated with the Trek brand. The new logo, vibrant color scheme, and carefully designed brand elements conveyed the spirit of adventure and quality that Arch Cycles and Trek represent, solidifying their position as a premier cycling destination in Africa.
Key players
Creative Director/Designer: Ruan Blignaut
Website Development: Heinrich Blignaut
Photography: Alexi Portokallis