01
Create a recognisable brand
Establish a distinctive visual identity that stays consistent across the storefront, physical materials and social creative.
Cycling & Lifestyle · Branding · E-commerce
Cyclist. Built for the next ride.
A bold cycling identity, carried through an intuitive shopping experience. From the first impression to the final checkout, every detail moves in the same direction.
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Brand identityA distinctive cycling brand
Web designFrom discovery to checkout
Mobile UIA connected mobile experience
Overview
More than a bicycle store. A brand in motion.
Cyclist brings cycling culture and online shopping into one recognisable experience. A vivid orange identity and a confident wordmark set the pace.
This concept connects a new cycling identity with homepage discovery, product selection, checkout and mobile layouts. Ten coordinated visuals show the brand across digital experiences, physical materials and campaign creative.
ProjectCyclist
IndustryCycling / Sport & lifestyle
ProductBrand identity & e-commerce design
AudienceCyclists and bicycle shoppers
FocusRecognition, clarity & consistency
FormatBrand & e-commerce concept
The brief
Make the brand memorable. Make the next step clear.
02
Make discovery easier
Use clear navigation, category entry points and an organised product presentation to help shoppers find their way.
03
Support confident choices
Bring product imagery, options and specifications together in a hierarchy that makes key details easy to compare.
04
Connect every screen
Carry the same experience through product pages and checkout, with layouts adapted for desktop and mobile.
Design direction
One bold identity. A connected journey.
Four connected decisions shape the Cyclist identity and shopping experience.
Starting point
Understand
Define the shopping journey and the questions a cyclist needs answered.
Brand foundation
Identify
Give the brand a clear signature through wordmark, colour and typography.
Experience
Organise
Turn product discovery, selection and checkout into a coherent interface.
System check
Connect
Carry the same visual language across screens and brand applications.
Project scope
From the brand signature to the shopping experience.
Brand identity
Wordmark direction, colour palette, typography and the visual foundations of Cyclist.
Brand applications
Merchandise, business cards and supporting physical brand concepts.
Homepage & discovery
A branded opening, category pathways, collections and editorial content.
Product & checkout UI
Product selection, product options, basket review and checkout layouts.
Responsive layouts
Desktop and mobile presentations of the core shopping journey.
Social & campaign design
Coordinated social posts and campaign layouts bring the cycling identity into everyday brand communication.
Ten deliverables bring the Cyclist identity and shopping experience into focus, from the logo and visual language to product pages, checkout and mobile layouts. Open each image to explore the work in detail.
01 · BRAND STRATEGY
Brand strategy & positioning
Cyclist is built for everyday riders and cycling enthusiasts. Clear audience, positioning, personality and values connect premium performance with the freedom and joy of riding.
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02 · LOGO IDENTITY
A signature rooted in cycling
Construction circles and alignment guides reveal the geometry of the open-wheel symbol. A separate orange bar and a forward-leaning wordmark create a consistent identity across primary, horizontal and compact applications.
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03 · COLOUR & TYPOGRAPHY
High energy. Clear hierarchy.
Vivid orange brings energy, graphite adds strength and warm cream creates space. Bold geometric headings and clear body typography establish a confident hierarchy across digital experiences and branded cycling gear.
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04 · VISUAL LANGUAGE
Built around the ride
Large bicycle photography, strong colour fields and the wheel motif turn the identity into a distinctive campaign language. The bike remains the focal point, supported by confident type and a simple message.
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05 · BRAND APPLICATIONS
Beyond the screen
The Cyclist identity extends to a sweatshirt, cycling bottle, wristbands and business cards. Consistent logo placement, material choices and colour balance connect the digital brand with tangible everyday objects.
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06 · HOMEPAGE EXPERIENCE
A clear route into the collection
The homepage pairs the Ride Beyond Boundaries hero with clear navigation, rider benefits and Road, Gravel and Mountain categories. Orange photography, cream sections and black pill buttons guide visitors into the collection.
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07 · PRODUCT EXPERIENCE
The details that support a decision
The Road One product page brings orange bicycle photography, colour options and size selection into one organised view. A black Add to Bag button, image thumbnails and supporting product details make the next step easy to find.
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08 · CHECKOUT EXPERIENCE
Carry the journey through to checkout
The checkout concept brings basket review, delivery details and the order summary together. A clear visual hierarchy separates the information shoppers review from the action that continues the journey.
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09 · RESPONSIVE DESIGN
One brand. Every screen.
Dedicated mobile concepts adapt product selection and checkout to smaller screens. Generous controls, clear sections and the same brand language connect both stages of the journey.
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10 · CAMPAIGN & SOCIAL
A brand made to move
Ride Your Way, Find Your Next and Made to Move create a connected family of campaign concepts. Cycling photography, bold typography and the C-wheel identity give every composition a recognisable voice.
Open this deliverableDesign outcomes
A complete expression. From identity to interface.
The C-wheel logo, orange-led palette and cycling imagery create a consistent visual thread across the project.
Discovery, product details and checkout share the same hierarchy and visual language.
Desktop, mobile, merchandise and social concepts show the identity working in different contexts.
Design outcomes describe the visual concept and intended experience. Commercial performance has not been measured.
Key takeaways
What makes the whole experience work.
01
Brand and interface reinforce each other.
The C-wheel identity remains visible throughout the shopping concept, from the hero to the product and checkout screens.
02
Each deliverable has a clear role.
Brand assets create recognition, product pages support decisions and checkout organises the final steps.
03
Consistency makes the system flexible.
A focused palette, strong typography and repeatable layout principles connect the digital and physical applications.
Cyclist is a brand and e-commerce concept. The logo and all ten showcase visuals were created for this case study.
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From a memorable identity to an intuitive online store, let’s create a brand experience that feels connected.