Visual identity that reflects a cycling great’s lure to the wild.
Ex-professional cyclist Svein Tuft holds a legendary status among cycling fans around the world. The burly and soft spoken Canadian rose to the top ranks of world cycling in a most unusual way. His love of the sport started with a bike tour on a cheap department store bicycle into the wilds of Canada with his dog Bear in tow on a homemade trailer. From there, he honed his craft, earning a medal at the World Championships, and the Maglia Rosa at the Giro d’Italia.
After his retirement from World Tour cycling, Tuft fell back in love with escaping into the wild on his bicycle and approached JWD for an identity for his new cycling gear line that would reflect his roots.
Tuft Cycling Gear
Expertise
Brand Architecture
Brand Guidelines
Brand Strategy
Brand Voice
Naming
Packaging
Visual Identity
Bear of the North
Inspired by Tuft’s northern adventures with his dog Bear in tow, an illustration of a bear, gazing at the North Star was devised, and paired with a bespoke wordmark that exudes a quiet, confident strength, not unlike Svein himself.
