A strategic and visual evolution of Pedla’s identity, bringing new clarity and cohesion after more than a decade of organic growth. The refreshed system strengthened recognition while honouring the brand’s distinctive place in cycling culture.

Scope

Brand Guidelines
Brand Identity
Brand Storytelling
Brand Strategy
Packaging
Promotional
Signage & Wayfinding
Tone of Voice

We approached the challenge at its foundation — developing a clear brand strategy and set of identity guidelines to bring coherence and direction to all communications. Through a series of workshops and conversations, we helped define Pedla’s distinct position in the cycling world and how that should be expressed through their identity, language and art direction.

An intensive discovery phase gave us deep insight into the brand’s culture, ambitions and community. This shaped a refined strategic framework and an audit of all communications and apparel. The outcome was a sensitive evolution of the Pedla identity and graphic assets — honouring their heritage while modernising the aesthetic and strengthening brand recognition for the future.