Primovelo
Based in San Francisco, Primovelo is the meeting place of form and function. A bike shop, clubhouse and coffee stop, Primovelo is the place where discerning cyclists can discover the finest selection of carefully curated brands. Pairing the deep heritage of classic Italian racing cycling with a fresh, contemporary spirit, we created a brand identity for the store that spoke of passion, expertise and style.
Our identity is a tribute to the structure that becomes the foundation of cycling happiness - the bikes simple triangles, exploring a dissecting line across byways and country lanes. A vibrant red forms the basis of the brands simple colour pallet, a nod to classic motor racing and European panache. Alongside the main logo, we created a badge that echoes the makers mark; a symbol of pride, craft and heritage.
A direct sans, a tasteful serif and an no-nonsense mono all work together to provide a range of voices. The brand can shout proudly, at races and events, or speak in a calmness and clarity when consulting on custom builds.
A direct sans, a tasteful serif and an no-nonsense mono all work together to provide a range of voices. The brand can shout proudly, at races and events, or speak in a calmness and clarity when consulting on custom builds.
Alongside the brand identity, we developed a simple microsite for Primovelo to collect emails and establish an initial online presence.
