Created by two cyclists, passionate about road cycling and mountain biking, the Ridden bike brand was created to inspire and remind equally enthusiastic cyclists of previous and future rides. They created unique designs for clothing, posters, mugs, gifts & more – inspired by some of the great rides in the UK & beyond.
The challenge was to create a bike brand that felt relatable and not elite, and was in touch with local biking communities, and their gifting other halves.
The result was a brand visual language inspired by the tracks left by the ride, and a tone of voice that built on the local names for the ride segments. We implemented the look and feel across a range of merchandise from posters to T-Shirts and ultimately to the website shop.
A key insight from the Ridden team was that most cyclists were middle aged and had long suffering partners who struggled to find suitable gifts for them. As a result one of the focus areas of merchandise were bike trails and routes that had either been ‘conquered’ or aspired to. These Ridden segments or trails were then individually illustrated and styled according to whether they were a road ride or a Mountain Bike trail. Just within the Surrey Hills each trail has a specific name, often from popular culture which threw up a range of styles and approaches to draw inspiration from.