EVO Bicycle

Through branding and product design, our team was able to reposition EVO Bicycle to attract its target customers.

EVO Bicycle felt conflicted with its branding when I started on this project. Their logo and color palette felt stiff and serious despite their product focusing on families and children. We decided to rebrand and ultimately create something more fun and casual. I was required to keep the original logotype, primary brand colors, and a handwritten style font. Keeping all of this in mind, I worked to develop a functional brand identity for packaging, maintain low costs for production, and still appeal to our target consumers.

I developed a series of icons, dubbed PickRight, to help newbie bike riders mix and match products to suit their riding style. This icon style shows up across all the branding and merchandising for inside bike stores. I also designed bicycle graphics for EVO and worked on ongoing graphic needs for products.

Giving the EVO brand a clear identity helps attract consumers inside the store and helps separate it from the highly competitive market of bicycle parts and accessories. EVO is sold in independent bike shops in the United States and Canada and will be available online in early 2021.

Lifestyle Photography by Kickstand Studio in Columbia, SC.