Project Overview

Influenced by the great cycling kits of the 50s and 60s we created a brand paired with contemporary performance fabric maker Capo Forma. A brand and kit designed to represent where design and bike culture intersect.

Organisation

Elcyclista

Project Brief

Cycling culture and design have always been intertwined. From the great typographic jersey designs of the 50s and 60s, to the modern technology in frame design of today. Elcyclista is a place for the designer in every cyclist to come and appreciate the aesthetic side of the sport. Our team kit is our marketing, our brand expression, the thing that followers of the brand wear with pride and spread the word all over the world. It is how we find each other out on the road and come together to form new partnerships and projects.

Project Innovation/Need

Kit design either edged towards the super minimal "too cool to wear graphics" or the opposite to that the over-designed professional team kits. We wanted to use the surface of the race kit as a place for typographic expression - something that we would typically see in a magazine or on a book cover.

Design Challenge

Creating something that a typically fussy audience of designer would be proud to wear. We have now sold kit in 18 countries around the world.

Effectiveness

The kit is on its 5th production run. The word is spreading and has now sold in 18 countries around the world.