Pelotan is high performance sun protection to meet the needs of cyclists from professional athletes to weekend club riders. The product has been designed from the ground up specifically for cyclists as ‘once a day’, water and sweat resistant sun protection.

We wanted to create a brand that the style conscious audience would align with and be happy to see on their bathroom shelf, whilst educating them to the dangers of sun damage. Pelotan is a positive product, we felt it was important not to send a message of fear but rather inspire cyclists to ride. Since tan lines are a source of pride for cyclists, we created the brand statement of ‘Ride Longer, Tan Sharper’. This core statement is the foundation for a brand identity that promotes adventures in the sun from sunrise to sunset.

The concept of riding from sunrise to sunset is the inspiration for Pelotan’s colour palette and wordmarque. A rich, deep purple and warm coral palette reminiscent of the sun illuminating the sky at the beginning and end of the day. The elegant wordmarque features a dynamic ‘o’ rising off the horizon, a simple and clean rendition of the brand story.    

For the Pelotan launch we created an e-commerce website featuring the initial 200ml spray and cycling accessories including an Isadore made cycling jersey, bidon, musette and cycling cap. We created a suite of social media assets to enable the small Pelotan team to create consistent, high quality communications in house.


From the first moment I sat with Conductor it was clear they were the right people to handle the Pelotan brand. Passionate and highly knowledgeable about cycling without even the faintest whiff of elitism; the team delivered an incredibly high quality suite of assets and were very helpful in shaping the direction of our start-up brand. I would have absolutely no hesitation to recommend them to anyone.

Tom Austen

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